K-beauty brand Sulwhasoo partners with Lazada to grow 'shoppertainment' efforts

Sulwhasoo has partnered with eCommerce platform, Lazada, to partake in its first regional LazMall Super Brand Day.

Through this multi-country collaboration with Lazada, Sulwhasoo has invited Southeast Asia customers to experience a world of Korean heritage, art, and beauty on 30 May in Indonesia.

With the aim of expanding its global e-commerce business, Sulwhasoo has been providing differentiated digital content and shopping experiences, of which the LazMall Super Brand Day is an example of.

Through the LazMall Super Brand Day, Sulwhasoo is set to excite shoppers in the region with first access to exclusive content featuring the brand's global brand ambassador, Rosé from K-pop girl group Blackpink. By bringing exclusive co-branded experiences to shoppers in Southeast Asia, Sulwhasoo plans to strengthen its brand presence in the region and expand its reach to local customers.

Han-sook Lee, the senior vice president of Sulwhasoo's GTM Division, said that the collaboration with Lazada enabled the brand to connect with highly discerning beauty customers present on the platform in Southeast Asia who seek authentic brand experiences.

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“With our unique products formulated with supreme ingredients and 'shoppertainment' experiences created with Sulwhasoo's exclusive brand story content, we aim to engage more customers in this region,” she added.

The senior vice president of regional strategic accounts of health and beauty at Lazada Group, Clarissa Chen, said that since the launch of the LazBeauty channel, there has been an influx of buyers who have turned to Lazada to discover beauty products.

“Continuing Lazada's strong track record as Sulwhasoo's first marketplace partner in the region, we are delighted to deepen collaborations to unlock consumption powers of Southeast Asia and inspire beauty consumers in the region with their newest brand ambassador Rosé and quality K-Beauty products. Scaling our partnership with Sulwhasoo is also a reflection of Lazada's commitment to consistently support brands to expand their digital footprint and ultimately uplift consumer experiences,” she added.

Prior to Lazada, Sulwhasoo’s parent company had partnered with Shopee in a bid to accelerate the growth of Korean beauty in the online beauty category in Southeast Asia. This was an expanded partnership which saw Amorepacific driving data-driven strategies, joint marketing efforts and more co-branded collaborations.

The beauty brand also aimed to expand the coverage of its current portfolio of brands on Shopee to more markets, in order to meet "untapped demand" and provide more assortment to consumers. These brands include Sulwhasoo, Mamonde, Ryo, Mise en scene, and Etude.

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