▲ This key visual poster for the "Olive Young K-Beauty Edit" is provided by CJ Olive Young. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, Aug. 5 (Yonhap) -- K-beauty brands curated by CJ Olive Young will make a joint entry into the U.S. mainstream beauty market, the company said Wednesday.

 

CJ Olive Young said it will launch dedicated "Olive Young K-Beauty Edit" displays at more than 580 Sephora stores across the United States, as well as on Sephora's online store, on Aug. 20 (local time).

 

Olive Young and Sephora formed a partnership in January and have since been planning ways to expand local consumer access to K-beauty brands through Olive Young's product curation.

 

The launch follows Olive Young's opening of standalone stores in Pasadena and Los Angeles, California, in May and June. By securing branded display space in Sephora stores with an established nationwide retail network, Olive Young is expected to significantly improve accessibility for U.S. consumers.

 

The "Olive Young K-Beauty Edit" is designed to showcase the diversity and latest trends in K-beauty, going beyond a simple product display.

 

The selection features 150 products from 19 brands, covering a wide range of skincare categories, including serums, creams, sunscreen products, toner pads, innovative cleanser formulations and sheet masks.

 

Olive Young plans to update the brand lineup and product selection twice a year based on emerging trends and consumer response.

 

To promote the launch, Olive Young and Sephora will run advertising on the main outdoor billboard at Sephora's flagship store in New York's Times Square and operate promotional pop-up trucks outside major stores in New York, Austin, Texas, and Miami, Florida.

 

The events will include photo zones and free product samples in high-traffic shopping areas.

 

Following the U.S. launch, the companies also plan to introduce the "Olive Young K-Beauty Edit" displays at Sephora stores in Singapore, Malaysia, Thailand and Hong Kong later this year, with expansion to Canada, Australia, Britain and the Middle East scheduled for next year.

 

Kim Do-young, head of Olive Young's Global Merchandising Division, said, "While our standalone stores in the United States offer an in-depth experience of K-beauty's diverse appeal and authentic beauty routines, Sephora will serve as a channel to introduce K-beauty quickly and more broadly to local consumers."

 

Carolyn Bojanowski, Sephora's executive vice president of merchandising, said, "K-beauty has reshaped the global beauty market. Through our partnership with Olive Young, we aim to help Sephora customers experience K-beauty more closely while further strengthening Sephora's position as a destination for discovering new beauty trends."

 

jwc@yna.co.kr

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