CJ Olive Young is joining hands with U.S. beauty retail giant Sephora to target the mainstream U.S. beauty market.
CJ Olive Young said on the 5th that on the 20th (local time) it will roll out "Olive Young K-beauty Edit" sections at about 580 Sephora stores in the United States and on its online mall.
Olive Young K-beauty Edit is a curated space introducing 19 K-beauty brands and about 150 products handpicked by Olive Young. It features products spanning K-skincare overall, including basic skincare such as serums, creams, and sun care, as well as toner pads, new-formula cleansers, and sheet masks.
Olive Young and Sephora formed a partnership in January and have been planning ways to expand local consumer touchpoints for K-beauty brands. After opening standalone stores this year in Pasadena and Los Angeles, California, Olive Young aims to further improve consumer access by securing curated spaces at Sephora.
The two companies will run outdoor ads at the Times Square flagship store in New York and conduct marketing targeting members across the United States, while operating popup store trucks at key locations including New York, Austin in Texas, and Miami in Florida.
Following the United States, Olive Young will install K-beauty Edit sections at Sephora stores in Singapore, Malaysia, Thailand, and Hong Kong within this year. Next year, it plans to expand to Canada, Australia, the United Kingdom, and the Middle East.
Kim Do-young, head of Olive Young's Global MD Division, said, "If the standalone U.S. stores are spaces to experience the diverse appeal of K-beauty and a proper beauty routine, Sephora will become a channel that familiarizes and quickly spreads K-beauty to more local customers."