#On August 26 (local time), the venue for the promotion of the Korean cosmetics brand "Doctor G" at the San Diego State University (SDSU). The event was held by Gowoonsesang Cosmetics, a company that runs Doctor G, to target people in their 20s and 30s in the United States, and it was a rare scene where about 100 people lined up around 10 o'clock at the opening time. Gowoonsesang Cosmetics received great response by providing doctor's products that fit the skin after diagnosing the skin condition for free to American college students who visited the venue.
Gowoonsesang Cosmetics held a similar event in Fullerton, California State University, on the 5th of last month, with more than 2,000 students visiting the venue. More than 1,000 people also visited the UC San Diego (UCSD) campus venue held on the 29th of last month, and the event ended in great success.
Korean cosmetics (K-beauty) companies, which used to operate online businesses such as Amazon in the United States, are expanding their business areas offline by setting up space for brand promotion or opening temporary stores (pop-up stores). This is to increase brand awareness by expanding contact points with consumers and to secure consumers who are not familiar with online as customers.
Gowoonsesang Cosmetics announced on the 22nd that it has opened offline promotion centers on 12 U.S. university campuses from the end of August this year to the 13th of this month and spread the innovation and culture of K-beauty to U.S. consumers. Gowoonsesang Cosmetics will visit six more U.S. university campuses by the end of this month to inform a total of 18 universities of Doctor G. Based on data such as college students' skin types and preferred products secured through the event, the company plans to establish a strategy to target young people in the United States.
The Founders, which runs the basic cosmetics brand Anua, recently opened an Anua pop-up store in Los Angeles (LA) and announced the brand. Anua decided to become more aggressive in pioneering the U.S. market last year as it ranked high in sales on Amazon during "Black Friday," the largest shopping period of the U.S. year.
In March this year, APR operated its beauty device (beauty device) brand "Medicube" pop-up store for seven days. According to APR, the event was so popular that more than 5,000 people visited the venue during the event. Goodai Global, which has an oriental cosmetic brand "Joseon Beauty," also opened a pop-up store for Joseon Beauty for nine days in LA in November last year and introduced the brand. CJ Olive Young established a local subsidiary in LA earlier this year and is preparing to open its first offline store in the U.S. next year.
U.S. consumers tend to prefer to buy things offline rather than online, but K-beauty has grown online in the U.S. in the last two to three years, including social networking services (SNS) such as TikTok. "K-beauty companies that gained confidence are opening offline pop-up stores to secure more customers in the U.S.," said sources in the cosmetics industry.