Style commerce platform ably said on the 28th that it will fully push its beauty private brand (PB) business based on the core consumer group of the Jalpa generation (a term combining Generation Z born in the mid-1990s and Generation Alpha born after 2010).
Ably's beauty PB will operate as a "co-prosperity PB model" based on a collaboration structure with partner companies. Product planning will be led by brands, while ably will handle production, inventory management, and marketing overall, leveraging big data and platform capabilities.
Ably helps brands flexibly expand their choices in category, price, and target—for example, color cosmetics-focused brands expanding into skincare, or brands previously centered on people in their 20s and 30s broadening their target to the 10s and 20s. Partner companies can focus solely on product planning without inventory and expense burdens, enabling stable new brand launches, the company said.
Ably's PB targets the 10s and 20s Jalpa generation, which forms ably's main user base. In the existing cosmetics industry, most products have been launched for people in their 20s to 40s. Ably supports beauty brands in developing products tailored to people in their 10s and 20s, and is also considering introducing existing product lineups as editions targeted to the 10s and 20s.
Ably plans to maximize PB impact through "sell-fluencer" marketing that leverages an industry-leading pool of 100,000 sellers. Sell-fluencer is a portmanteau of seller and influencer, meaning a person who sells products using their influence. Ably aims to naturally raise awareness through marketing that links its self-produced beauty products with sell-fluencers.
It also plans to establish a "PB-only section" where PB products can be gathered in one place. Through the dedicated section, it expects to maximize exposure efficiency for new brands and PB products and strengthen consumer touchpoints.
ably CEO Kang Seok-hoon said, "Through the PB to be fully launched going forward, we will provide new growth drivers for brands and a differentiated product experience for consumers."