YUNJAC, a high-performance skincare brand under Shinsegae International, announced on the 18th that it will officially enter the offline market of China by launching its products at WOW COLOUR, one of the country's leading beauty concept stores. This expansion comes as YUNJAC has already established a significant online presence, having initiated sales through 50 WOW COLOUR locations in major cities like Shanghai and Beijing with plans to increase this number to a total of 100 stores by the end of the year.

This offline venture is built on YUNJAC's previous success in online markets, including platforms like TikTok (Douyin), Tmall, and Xiaohongshu. The brand's robust online engagement was validated earlier this year when YUNJAC received the 'Growth Leader' brand award on Douyin, highlighting a sharp upward trajectory in its business growth. By leveraging this established online brand awareness, YUNJAC aims to diversify its revenue structure while appealing to the MZ generation in China.

Strategically, YUNJAC seeks to transform brand recognition from digital platforms to physical retail environments, thereby enhancing customer engagement and retention. The focus on expanding offline distribution complements its established online stronghold, reinforcing a multi-channel strategy that is increasingly favored in modern retail landscapes.

The brand plans to spotlight its bestselling product, the Skin Perfecting Protective Base Prep, which is known for enhancing makeup adherence and longevity, particularly popular among both domestic and international consumers. Given the rising interest in K-beauty among Chinese consumers seeking a flawless skin aesthetic, Base Prep is expected to play a pivotal role in driving sales as it is widely regarded as an essential makeup item.

To cater to evolving market trends, YUNJAC has also introduced two new products, Base Prep Pearl Eco and Base Prep Silent Velvet, in response to the growing demand for the 'Shuiguang' makeup look prevalent in China. Initial feedback indicates strong sales for Pearl Eco, which aligns with the trend for natural, radiant skin, while Silent Velvet has also garnered stable interest from consumers favoring a matte finish.

Moving forward, YUNJAC's partnership with WOW COLOUR signifies a critical phase in broadening its distribution network across China, as well as a commitment to localized marketing strategies tailored to the unique preferences of Chinese consumers. A representative of Shinsegae International stated, “With a validated brand power in the online space, we are now poised to enter key offline markets frequented by the Chinese MZ demographic, thereby solidifying our position within the prep category.”