In a bid to bolster its e-commerce presence, Korean beauty brand, Sulwhasoo, has teamed up with leading online platform, Lazada, marking its debut at the regional LazMall Super Brand Day.
This collaboration invites customers across Southeast Asia to partake in an immersive experience of Korean culture, beauty, and art, starting from Indonesia on 30th May.
One of Sulwhasoo’s strategies to enhance its global e-commerce profile involves offering unique digital content and shopping experiences. The LazMall Super Brand Day perfectly exemplifies this approach.
To captivate the regional audience, Sulwhasoo is offering an exclusive first glimpse of content featuring their global brand ambassador, Rosé from the K-pop sensation, Blackpink. With the launch of such co-branded initiatives, Sulwhasoo aspires to solidify its brand image across Southeast Asia and cater to more local customers.
Han-sook Lee, the Senior Vice President of Sulwhasoo’s GTM Division, articulated that collaborating with Lazada allows the brand to engage discerning beauty customers in Southeast Asia seeking genuine brand interactions.
Lazada has seen a surge of consumers exploring beauty products since the inception of the LazBeauty channel, says Clarissa Chen, the Senior Vice President of Regional Strategic Accounts of Health and Beauty at Lazada Group.
With Sulwhasoo as Lazada’s pioneer marketplace partner, the aim is to further their alliance to maximize the purchasing power in Southeast Asia and inspire beauty enthusiasts with Sulwhasoo’s newest ambassador, Rosé, and their exceptional K-Beauty offerings.
Before Lazada, Sulwhasoo’s parent company, Amorepacific, collaborated with Shopee to amplify the influence of Korean beauty in the online space in Southeast Asia. This partnership involved the employment of data-centric strategies, joint marketing initiatives, and co-branded ventures to fulfill the untapped consumer demand in the region.
Sulwhasoo, along with brands such as Mamonde, Ryo, Mise en scene, and Etude, sought to broaden their presence on Shopee to reach new markets and offer a wider variety to consumers.
This news is based on a report by Marketing Interactive.