Aekyung Industrial's makeup brand AGE20'S is solidifying its position as a 'K-Beauty Brand' domestically based on its global business performance. With global sales accounting for 75% of the total, the brand is shedding its existing image centered on essence pacts and home shopping, positioning 'Skin First Makeup' as its new brand philosophy.
Lee Hyun-jung, Business Division Head of AGE20'S Makeup Business Unit at Aekyung Industrial, met on the 1st at the site of AGE20'S's first brand pop-up, 'THE AGE20'S HOUSE', stated, "We elevated the strengths and reasons for the love received by the essence pact to the brand level to create a worldview," adding, "We released new products centered on global skin-caring makeup and Skin First Makeup."
This rebranding began with expanding the strengths of the representative product, the essence pact, to the entire brand. Lee said, "We considered expanding the strengths demonstrated by the essence pact to the brand level to create a new worldview." This means extending the skincare functions contained in the essence pact to all AGE20'S products and the brand philosophy.
Domestically, the focus was on increasing desirability that would make other brands want to follow. Lee said, "What AGE20'S wants is brand desirability," adding, "As a brand achieving greater success globally than in Korea, we incorporated a Skin First Makeup philosophy that considers global moods and women's skin." The new main target was set as women aged 28 to 34.
Products are also diversifying from a focus on essence pacts. The first new product, 'Skin First Hidden Prep Foundation Pact,' features a semi-matte formula to differentiate it from existing essence pacts. Lee said, "To embody the skin-caring philosophy of the essence pact while demonstrating makeup expertise, we must present a new standard for semi-matte."
The product lineup is also expanding with lip serums and sunscreens. Lee stated, "Breaking the brand image skewed toward the essence pact and specific channels is the biggest goal," adding, "While global customers have acknowledged us, we want to become a brand recognized and loved in South Korea."
Global business aims to grow the size of the entire market, including China. Japan is viewed as a key growth market, and operations are expanding into the United States, Europe, Southeast Asia, Russia, and CIS countries. At a major event on Qoo10 Japan, the brand recorded first place in the overall ranking, with various products such as lip serums and sunscreens also entering the rankings. The company is also participating in Beauty World Middle East to enter the Middle East market.
In the United States, focus was placed on localization. Last year, at Cosmoprof Las Vegas, the signature essence pact was selected as an award-winning product in the makeup category, and it met the OTC requirements of the US FDA. To accommodate the US market, 20 shades were added to reflect skin color diversity. Lee said, "For a makeup brand to go global, it must respect the diversity of women worldwide," adding, "We considered skin diversity and the color shades possessed by the skin."
Marketing focuses on increasing brand desirability through collaboration with influencers. AGE20'S is collaborating with Repheer to produce content utilizing domestic and international beauty creators and attracting consumers through pop-ups. Lee stated, "As much as we have invested in pop-ups, it is important to connect them to commerce rather than ending at content."
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