Shinsegae Duty-Free's inaugural regular mega sale, 'Shin Duty Sale,' concluded successfully, driven by significant growth in the beauty sector.
The company reported on October 14 that average daily sales on its online mall increased by 20% during the 25-day event, which ran from September 17 to October 11.
This sales growth was led by beauty products, with average daily sales in cosmetics and perfumes soaring by 46%, marking the highest increase among major product categories. Sales of domestic cosmetics rose by 16%, with brands 'Yeonjak' and 'Amuse' showing growth rates of 34% and 21%, respectively. Sales of fashion accessories also increased by 24%.
During the event, the number of online mall customers grew by 13%, while sales at the Myeongdong store rose by 15% compared to the same period last year. Among individual brands, the average daily sales of Botemgoju and Atte Vanessa Bruno, as well as Tom Ford Beauty, surged by over 200%. Brands like Kiehl's, Maran Five, Laura Mercier, and Kerasis also saw increases of over 100%.
Shinsegae Duty-Free offered discounts of up to 70% on over 3,800 products from 277 brands on its online mall. At the Myeongdong store, discounts of up to 40% were applied to around 290 products from 85 brands.
The collaboration with Amorepacific also proved successful. Sales from an exclusive online beauty event held in September increased by 25% compared to the previous month, exceeding the initial target by 6%. The exclusive products, Sulwhasoo 'Yunjo Duo & Essential Daily 4-Piece Set' and Aestura 'Atobarrier Cream Duo & Ampoule 3-Piece Set,' achieved 135% of their sales targets.
The customer base also expanded. Through a partnership established last month, over 10,000 Amorepacific Beauty Point members linked their accounts with Shinsegae Duty-Free. The company plans to leverage this to enhance marketing and exclusive benefits for VIP customers.
A Shinsegae Duty-Free representative stated, "The discounts offered on popular brands and products led to increased sales. We will continue to hold the Shin Duty Sale regularly in line with major holidays and expand brand collaborations and VIP benefits."
* This article has been translated by AI.
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