In 2019, CJ Olive Young launched an online shopping mall where foreign consumers can directly purchase South Korean products. The number of regular members passed 300,000 in 2021. The franchise said in a statement on January 12 that it would focus on increasing foreign customers in the U.S. and Canada by analyzing the consumption patterns of local customers and setting up various marketing strategies.
"By operating various channels, we will actively find out opportunities for K-beauty to grow in overseas markets and accelerate the globalization of Korean cosmetics," an unnamed CJ Olive Young official was quoted as saying. The franchise promised to focus on the role of a "K-beauty gateway" that supports exports of small and medium-sized Korean companies.
In August 2021, CJ Olive Young opened a brand store in Lazada, a leading e-commerce platform in Southeast Asia, to sell K-beauty products. The move was designed to meet the rising demands for K-beauty products among Southeast Asian millennials and Gen Z.
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