SEOUL, June 19 (AJP) - Shinsegae Duty Free announced that it is continuing its K-beauty ingredient-focused curation exhibition in collaboration with the beauty platform Hwahae.
The two companies have been co-hosting exhibitions that link Hwahae's beauty data with duty-free shopping demand since last year. The latest event, themed "What's in my pouch," focuses on ingredients and brands that are currently drawing high customer interest.
Under the themes of travel self-beauty and skincare, the exhibition features popular products across various categories, including clean and soothing, long-lasting, lip care, UV protection, self-care, and body, hair, and perfume. Participating K-beauty brands include Sulwhasoo, Jung Saem Mool, Torriden, and Medicube.
Representative items range from Medicube's "Booster Pro x2 Pink" and Aestura's "A-Cica 365 Blemish Calming Serum" to Yunjac's "Whole Plant Effect Scented Body Mist".
The collaborative exhibitions have demonstrated solid performance. During the event held from March to May, sales to foreign customers increased by 37 percent compared to the same period last year. At the Myeongdong branch, sales to Chinese and Southeast Asian customers rose by 41 percent and 24 percent year-on-year, respectively. Previous iterations of the event also recorded growth rates of 103 percent for the first event, 39 percent for the second, and 85 percent for the third.
In addition to the exhibition, Shinsegae Duty Free has introduced new review and short-form video features to its online K-Beauty Specialty Pavilion to enhance the customer experience. A newly added short-form content section at the top of the mobile platform allows customers to view brand and product information more intuitively, which the company plans to use to increase product information delivery and drive traffic to purchase pages. The platform also added a customer review section focused on top-selling items and products tested by trial groups.
The company also improved its brand search functionality by introducing a left-to-right swipeable quick menu to help customers browse more brand lineups easily. Furthermore, it added a "See more" feature to help customers conveniently explore themed items, such as Shinsegae-exclusive brands, monthly K-beauty new arrivals, popular bulk-buy items, and products priced under $20.
"Recently, K-beauty consumption is becoming more segmented, with customers considering ingredients, efficacy, and reviews alongside brand awareness," said a company official. "We will continue to expand a reliable K-beauty shopping experience for domestic and international customers by advancing data-driven product curation and customer-responsive content".
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