**Media Briefing Announces Expansion of ‘K-Beauty Go Big’ Strategy**
“Increase Skincare Market Share by 2.5 Times and Expand Makeup and Haircare Sales”
(Seoul = Yonhap News) Reporter Shin Sun-mi – Amazon Global Selling Korea announced on the 18th that it will focus on accelerating the growth of K-Beauty (Korean cosmetics) brands over the next three years.
Amazon Global Selling Korea held a media briefing at its Gangnam headquarters to disclose the expansion of the ‘K-Beauty Go Big’ strategy.
Shin Hwasook, head of Amazon Global Selling Korea, said, “We will provide essential tools, localization service programs, and increased customer accessibility to ensure the long-term success of K-Beauty brands worldwide through this strategy.”
She further emphasized, “We aim to increase K-Beauty’s skincare market share to 2.5 times its current level to solidify our leading position and also expand makeup and haircare sales.”
The ‘K-Beauty Go Big’ strategy was developed last year but will be expanded into a three-year plan starting this year due to K-Beauty’s growth trend.
This move is in response to the increasing global demand for K-Beauty products.
In the first half of this year, Korean cosmetics exports totaled 5.5 billion USD, marking a 14.8% increase from the same period last year.
Sales of K-Beauty products on Amazon have increased by over 70% in one year, and in July, the number of new K-Beauty sellers on Amazon’s US store showed double-digit growth.
Amazon Global Selling Korea plans to strengthen its support for the growth of K-Beauty brands in response to global demand.
To this end, they will pursue methods to maintain product listings while minimizing the operational burden on sellers.
By introducing artificial intelligence (AI) solutions, Amazon aims to streamline the product registration process and automatically optimize product listings.
Additionally, they will provide advertising incentive support, dedicated management, and educational workshops.
Amazon Global Selling Korea also plans to focus on discovering K-Beauty products that lead beauty trends. According to Amazon, Korean brands have established a strong presence in skincare areas such as cleansing oils, eye care, and toners.
Furthermore, the ‘Vertical Integration Project’ will continue to support the launch of Amazon-exclusive products by linking manufacturers, brands, and customer data.
Amazon Global Selling Korea intends to conduct diverse online and offline K-Beauty marketing campaigns.
In collaboration with Prime Video, they plan to broadcast K-Beauty content globally, such as the beauty survival program ‘Just Makeup,’ and host offline pop-up events. New Prime members will also receive K-Beauty sampling boxes.
Amazon Global Selling Korea has supported a variety of K-Beauty brands, from emerging brands to leading companies. Notably, APR exceeded their sales target by achieving 22 million USD in sales during the four-day Prime Day event this year.
APR CEO Kim Byung-hoon said, “One of the success factors was being able to quickly understand local consumer demands and reflect them in product development and marketing by collaborating with Amazon Global Selling Korea.”
Amazon Global Selling will hold the ‘Amazon Beauty in Seoul’ conference on the 19th at Coex, discussing K-Beauty’s global expansion strategies with beauty industry experts and investors.
Amazon Global Selling is a division of Amazon that supports the online export paths of global sellers and manufacturers.