Amazon’s ‘Prime Big Deal Days’ Starts
End of the Year Global Shopping Peak Season
Attention is focusing on whether popular brands such as APR and Goodai Global will continue to grow overseas
Starting with a big discount event on Amazon, the largest e-commerce platform in the U.S., until Black Friday, Cyber Monday and Christmas. In the fourth quarter, when global shopping is concentrated, K-beauty is set to catch “end-of-year specials.” Korean cosmetics companies, which have grown their presence in overseas markets more than ever this year, are expected to speed up their growth with various promotions such as discounts and planning sets.
According to the beauty industry on the 4th, K-beauty companies will begin to respond to the year-end shopping season in earnest starting this month. The first section is Amazon’s “Prime Big Deal Days,” which will be held from the 6th to the 7th. It is a large-scale discount event held by Amazon aimed at the beginning of the year-end shopping season, and various products such as beauty, fashion, and electronics will be on the discount list.
In particular, this year is expected to be a stage where K-beauty’s changed status can be confirmed. Amazon also put popular K-beauty products such as MediCube at the forefront as major discount items in this year’s event introduction. In other words, K-beauty is becoming a category that leads to the success of major shopping events in the “popular product” of global e-commerce.
At the forefront is APR. APR recorded 1.36 trillion won in consolidated sales in the first half of this year, up about 129% year-on-year. It is the largest performance ever on a half-year basis, and this is due to the rapid growth of overseas businesses, mainly in North America and Europe. As the company expanded its presence in the global market with its flagship brand MediCube, its share of overseas sales expanded to 92% in the second quarter.
Amazon is also making progress. MediCube ranked No. 1 in all search terms during Amazon Prime Day in the U.S. in June, and “Zero Pore Pad” ranked No. 1 in the beauty and personal care category. Attention is focusing on whether overseas sales growth and brand awareness will continue until the end of the year shopping season.
Goodai Global, which has quickly grown its size in overseas markets with the help of “Joseon Beauty,” and Anua, which is raising awareness mainly in the United States, are also K-beauty brands that are attracting attention. In particular, Anua stands out along with MediCube in the global e-commerce market such as Amazon, expanding the base of K-beauty. In addition, domestic indie brands such as Tritir, Skin 1004, RoundLab, and Biodance are also growing their presence in overseas markets. The K-beauty craze, which was formed mainly by brands of some large cosmetics companies in the past, is spreading to various small and medium-sized and indie brands.
In the fourth quarter, major global shopping events are scheduled one after another, which is expected to speed up the expansion of overseas sales of K beauty companies. Starting with the Amazon event this month, year-end consumption will continue, including Black Friday in November, Cyber Monday, and Christmas in December. As a result, Korean cosmetics companies are expected to expand their contact points with local consumers through various promotions such as discounts on major products and launching planned sets.
The industry is paying attention to whether K-beauty’s increased recognition in overseas markets this year will lead to an increase in sales during the year-end shopping season. In particular, the strategy is to strengthen the brand’s position by using large-scale discount events as an opportunity to attract new customers while expanding sales of existing popular products. An industry official said, “As K-beauty has continued to grow in major overseas markets including the U.S. this year, we expect related demand to continue in the fourth quarter.”
