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| VIDIVICI Ambassador Le Sserafim Kazuha [Provided by Shinsegae International] |
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, ‘[Herald Economy=Reporter Jeon Sae-nal] Shinsegae International announced on the 25th that it is launching a rebranding campaign and embarking on global market expansion to celebrate the 20th anniversary of its beauty brand ‘VIDIVICI.’’,
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, ‘VIDIVICI has proceeded with a rebranding this month, changing everything except the name, including its logo, concept, target clientele, distribution network, main products, and packaging. This aims to expand its sales structure, which has primarily been focused on Korea and China, to include Japan, the United States, and other areas.’,
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, ‘In line with a global sensibility, VIDIVICI has revamped its logo and packaging. The brand concept has expanded to “Skin Core Beauty,” focusing on skin’s essence. This implies that restoring the skin’s natural strength and completing each person’s unique radiance equates to sustainable beauty. Based on its heritage as a first-generation makeup artist brand, VIDIVICI has evolved into a brand with enhanced skincare functions.’,
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, ‘The logo was changed to be bold and eye-catching. A textile woven label, typically used in clothing, was applied to the packaging to create a youthful and sophisticated feel.’,
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, ‘The revamped VIDIVICI plans to promote its global business focusing on Japan and the United States, along with China. In China, a market that saw nearly 30% growth last year, VIDIVICI will introduce products tailored to the local market and expand its distribution network through new social commerce platforms.’,
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, ‘In Japan, VIDIVICI aims to lead with cleansing foam, cushion, and cream blush, operating brand channels on Amazon Japan and Qoo10, with plans to enter offline drugstores within the year. In the US market, the focus will be on increasing awareness of VIDIVICI’s color cosmetics and cleansing products, primarily through Amazon.’,
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, ‘For its domestic business, VIDIVICI will expand its distribution channels from department stores and duty-free shops to Olive Young. In department store locations, VIDIVICI will sell its full range of skincare, cleansing, and makeup products, while in Olive Young, products will target the 25-35 age group, focusing on new makeup base and color products in a two-track strategy to increase sales volume. The plan is to enter more than 500 stores nationwide, including Olive Young Hongdae Town and Myeongdong branch, featuring key products in the base section and increasing offline touchpoints later.’,
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, ‘To announce the rebranding domestically and globally, VIDIVICI has appointed Le Sserafim’s Kazuha as the new global ambassador and will begin full-fledged marketing at the end of this month.’,
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, ‘A representative from Shinsegae International VIDIVICI stated, “This rebranding will be a crucial turning point for VIDIVICI’s successful rebirth,” adding, “We plan to devote all efforts to ensuring a stable foothold and increase recognition in global markets such as Japan and the US, in addition to the domestic market.”’,
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