Naver said on the 22nd that a Chanel Beauty brand store has opened in its high-end luxury brand service "Highend."
At the brand store that opened on the 19th, Chanel's official beauty products will roll out in stages, from makeup items such as lipsticks and cushions to perfumes, skincare lines, and limited seasonal collections. Naver touted a high online shopping experience by offering the product selection sold on Chanel's official mall along with visually focused brand content.
Chanel's official premium gift-wrapping service also applies. Customers can join Chanel's integrated membership "Chanel Code" to enjoy the same membership benefits, and Chanel products purchased at Naver's brand store come with free shipping. By bringing seasonal limited editions and bestsellers together in one place and highlighting gift wrapping, the companies are targeting online VIP demand. Another feature is strengthening authenticity trust through the operation of the official brand store.
Since 2020, Naver has strengthened its luxury category, with a particular focus on expanding its luxury beauty competitiveness. Last year, luxury beauty transaction volume grew 29% from a year earlier, and the number of onboarded brands increased about fivefold compared with the initial launch. With Chanel Beauty's entry, Naver plans to further expand the luxury beauty lineup on Highend.
Starting with the launch, Naver and Chanel Beauty plan to broaden the scope of promotions, content, and services to provide a luxury shopping experience. Through a revamp of Highend, Naver plans to strengthen brand-exclusive content exposure and personalized recommendation features.