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| Customers shop for makeup items at a cosmetics store in Seoul on June 9, 2022. Yonhap |
By Kim Jae-heun
Department stores and other retailers are organizing various promotional events to boost sales of beauty products to capitalize on the government's decision to lift the indoor mask mandate on Monday, according to industry officials Sunday.
Lotte Department Store is preparing hands-on events under the theme of Blooming Beauty Week scheduled for next month ― expecting increased demand for cosmetic products being purchased.
Thirty-seven brands including AmorePacific, Mac, Bobby Brown and Shiseido will participate in the promotional event, which will be held for 10 days from Feb. 3.
"We have prepared various hands-on events for consumers to come and experience makeup items, which they have to see and experience before buying them," a Lotte Shopping official said. "There will be makeup shows and makeup experience time for visitors. We will also introduce exclusive beauty products from each brand that are being offered during our promotional period."
Shinsegae Department Store is also hosting Shinsegae Cosmetics Fair from Feb. 2 to Feb. 19, which will see 70 cosmetics brands participating, including Estee Lauder, Sulwhasoo and Yves Saint Laurent.
The company will give out discount coupons to its membership customers who purchase certain amounts of cosmetics goods on its online shopping platform. Those who pay with Shinsegae affiliate credit cards and earn mileage points can later use them as cash.
Hyundai Department Store is holding a makeup show and pop-up event with international cosmetics brand NARS at The Hyundai Seoul from Jan. 30 to Feb. 4. The following week, the retailer will also hold a pop-up event with Dior cosmetics.
The three retailers have already enjoyed soaring sales in the cosmetics category.
Lotte said its revenue for color cosmetics increased 25 percent, year-on-year, from Jan. 2 to Jan 20. After the Lunar New Year, its sales in the same sector skyrocketed 40 percent in only four days.
"After the government revealed its plan to lift the quarantine measure requiring people to no longer wear face masks, from Jan. 30, we saw an instant increase in sales of color cosmetics products," a Lotte Shopping official said.
Shinsegae and Hyundai also saw their makeup sales increase by 21.6 percent and 25.8 percent, respectively, from Jan. 2 to Jan. 20.
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