- Expanding K-Beauty's Global Reach: Beauty Play Unveils Upgraded Facilities 목차
Beauty Play, a comprehensive space dedicated to promoting and experiencing K-beauty, has recently completed the renewal of its internal facilities in Myeong-dong, Seoul. The new layout is designed to attract both local and international visitors and strengthen the appeal of K-beauty products and services.
The Korea Cosmetic Industry Research Institute (KCIRI), which operates Beauty Play, aims to diversify the experiences offered at the facility. The revamped center now includes a professional training center, global beauty zone, customized skincare zone, photo zone, pop-up zone, and a beauty tech zone.
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The training center will host safety and marketing education programs for cosmetics companies, buyer export consultations, as well as beauty seminars and classes for international customers seeking K-beauty products.
The global beauty zone features customized cosmetics tailored to the skin characteristics of Vietnamese and Thai consumers, based on each country's skin genome data provided by KCIRI. The exhibition items will be updated every quarter to cater to various visiting countries.
In the customized skincare zone, products are grouped according to their effects on acne, whitening, anti-aging, and other skin concerns. Manager Bomi Ryu, who oversees Beauty Play, said that the zone was designed to address the specific skincare needs of foreign visitors interested in K-beauty.
The pop-up zone, located in the main exhibition area, will showcase rotating exhibitions for one to two weeks, allowing companies to conduct various B2C events, including sampling events, live broadcasting, and product discounts on their own online stores.
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The photo zone has been upgraded with a retro, kitsch Barbie doll theme, appealing to the MZ generation, enabling visitors to take unique and memorable photos.
The newly established beauty tech zone features a skin diagnostic device that allows users to measure their skin condition and receive personalized cosmetic recommendations.
KCIRI stated that the beauty tech industry has high growth potential in the post-pandemic era, with expectations for further development of K-beauty tech.
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To efficiently promote the exhibited products globally, Beauty Play has expanded its presence on YouTube, TikTok, and Instagram, providing content in English that showcases K-beauty trends, make-up transformations, and other relevant topics.
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Starting in May, around 10 foreign supporters will be selected to share their Beauty Play experiences through their personal social media channels. The pilot project will be used as a basis to further expand the involvement of foreign visitors and supporters.
KCIRI plans to improve the marketing effectiveness of small and medium-sized K-beauty companies through the newly renovated Beauty Play, creating a strong foundation to showcase the charm of K-beauty to the world.
