Chanel boosts online beauty, retail presence in South Korea

On October 1, Chanel launched its beauty and perfume e-commerce site dedicated to South Korea. This virtual opening will be followed in November by a physical one, when the luxury label will inaugurate its second beauty store in the country, after the first opened at the Shinsegae shopping mall in Seoul at the end of 2017.

A visual from Chanel’s Instagram account for South Korea - Instagram

South Korea is a market where the luxury label is currently very busy on the beauty front. Last April, Chanel opened a ‘Coco Game Centre’ in Seoul, a pop-up store with counterparts in Paris and Tokyo that looks like a video game arcade, showcasing the label’s Rouge Coco lipstick collections.

Product-wise, Chanel chose South Korea for the advance preview of the introduction of its men’s make-up line, Boy de Chanel, whose products were available in South Korea in September, ahead of the worldwide launch in November.

It must be said that, with South Korean women buying on average 27 beauty products per month, and South Korean men no less than 12, the Asian country is now in ninth place in the world beauty market ranking, generating a revenue of approximately $12 billion, according to research from L2. On this pioneering market, France is the second exporter of cosmetics products, with a market share of 21.8%, behind the U.S., according to government agency Business France.

South Korea, of course, isn’t the only beauty market where Chanel has an e-shop: after opening launching beauty e-commerce in France in 2014, the luxury label followed up with sites dedicated to the U.S., Belgium, Germany, Austria, Italy and Brazil, as well as China, the UK, Spain, Japan, Sweden and Canada.

Chanel currently operates two beauty and perfume stores in its domestic market France - with one at 52 Champs-Elysées, Paris, set to reopen in 2019. Chanel does not disclose the number of physical beauty stores active internationally.

Translated by Nicola Mira

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