Accelerating the Expansion of the K-Beauty Market in Oceania through Offline Strategy by Skin1004
Skin1004, a K-Beauty brand, has intensified its focus on the Oceania market with significant offline activities in Fiji and Australia. In Fiji, engaging events drew a positive local response, while Australia has solidified the brand’s presence through pop-up stores and exclusive counters.
Over Tripling the Number of Visitors in Fiji
From September 6 to 12, Skin1004 hosted a giveaway event at True Young, a beauty-specialized store in Fiji. Customers who purchased above a certain amount received samples of popular products like the Madagascar Centella Ampoule. The number of visitors during this period increased more than threefold compared to usual days.
This achievement goes beyond a mere increase in sales; it has significantly boosted local awareness and interest in the brand. Consequently, Skin1004 is considering entering duty-free shops in Fiji and is expected to accelerate the diversification of its local distribution channels.
“Oceania is a market with high growth potential for K-Beauty. This initiative has been a vital opportunity to bridge the gap with local consumers.”
According to Skin1004 representatives, consistent offline efforts in Fiji are laying the groundwork for expansion across the entire Oceania region.
Highlighting Brand Attraction at W Cosmetics Pop-up Store in Australia
In Australia, a pop-up store is operational until the end of the year at the Central Park branch of W Cosmetics. During the opening event on September 23-24, over 80 local influencers and media representatives participated, creating more than 120 pieces of content that drew significant attention to the brand.
The design of the pop-up store was eye-catching, inspired by Madagascar’s rocky mountains, which effectively illustrated the brand’s storytelling and established a perception of being synonymous with ‘K-Beauty’ among locals.
Plans are in place to enlarge the pop-up store during the Christmas season to maximize consumer engagement, leveraging seasonal demand and solidifying brand recognition among the public.
Establishing Exclusive Section at Adore Beauty Store
Another significant move in Australia is Skin1004’s entry into the Broadway Shopping Center in Sydney’s Adore Beauty, Australia’s largest online cosmetics platform. Adore Beauty has selected Skin1004 as a representative K-Beauty brand and has created a dedicated section for it.
The exclusive display offers visitors the chance to experience the products firsthand, further narrowing the gap with consumers. Skin1004 plans to participate in a K-Beauty promotion hosted by Adore Beauty in December.
“Strengthening the display at Adore Beauty, renowned for its online presence, is an effective strategy for expanding its offline footprint.”
This dual-channel approach on both online and offline fronts is seen as the key strategy for Australia’s retail market.
The Response of the Oceania Market to K-Beauty
According to a report from Future Market Insights (FMI), Australia ranks second in the world, after Korea, in per capita spending on K-Beauty products. This reflects not just a fleeting trend, but accumulated trust and recognition of quality over many years.
The series of initiatives being undertaken by Skin1004 signifies a ‘deep market entry’ into a consumer market more likely to convert awareness into actual sales. Establishing a strong presence in this highly purchasing power and K-Beauty-sophisticated market could serve as an important reference for future expansions into Southeast Asia, the Americas, and Europe.
Strengthening Branding through Localized Strategies
Skin1004 is executing region-specific strategies tailored to the culture and consumption patterns within Oceania. In Fiji, it utilizes purchase-driven events, while in Australia, it conveys brand values through experiential pop-ups and exclusive displays.
The foundation of these strategies is a marketing approach centered around the ‘story of the brand.’ It comprehensively communicates not only the products but also the background and philosophy behind their development and their effects on the skin.
These approaches significantly contribute to the brand being recognized not merely as ‘Made in Korea cosmetics,’ but as a global skincare brand that stands for specific identity and quality standards.
In the cosmetics industry, YURICOS supports localized marketing strategies based on trust with customers, aiming for a successful foothold in various markets. We always offer practical advice and cooperation for your choice in deeply delivering brand values.
