– Beauty Seller Training Program ‘High Beauty Club’ 1st Generation Launched, Beauty Filter Function Also Newly Released
– Simultaneous support of practical training programs and live broadcasting functions… Establishment of infrastructure to strengthen seller branding
Grip Company (CEO Kim Hanna and Kim Taesu), which operates the live commerce shopping app 'Grip', announced on the 30th that it will strengthen its beauty category by launching a beauty seller training program and introducing new beauty features for live broadcasts.
The beauty category is one of the sectors with the highest customer demand within Grip, along with fashion and food, and has shown continuous growth with transaction amounts increasing by 220.5% and 44.6% year-on-year for the past two years (2023, 2024), respectively. The beauty category has established itself as a representative product group of live commerce, as live broadcasting, which can show usage methods and effects in real time, has great synergy with beauty products.
In line with this market trend, Grip launched the first term of the 'High Beauty Club' strategic program to intensively foster beauty sellers and also launched a new beauty filter function.
First, 'High Beauty Club' is a beauty seller training program in collaboration with 'Shortman Research Institute', a short-form content specialist, and was planned based on the analysis that 'customers look at short-form content first, and make purchase decisions through live broadcasts'. It is part of a marketing strategy to attract customers through short-form content and increase sales by increasing purchase conversion through long-form content, live broadcasts. Grip provides know-how on operating live commerce centered on real-time sales, and Shortman Research Institute provides support for content planning and distribution strategies.
In the first period, 7 sellers with brand experience and a spirit of challenge were selected, and for 3 months starting in June, they will carry out various tasks centered on a practical curriculum such as ▲short-form content planning and production methods ▲live broadcast operation practice ▲personal branding strategy. The 'High Beauty Club' is planned to be operated regularly, and the ultimate goal is to foster live commerce-type beauty influencers.
In addition, Grip recently launched a beauty filter function. This function, which actively reflects the needs of sellers, can be applied in real time during broadcasting, and provides a total of 12 types of filters that naturally correct skin tone and facial features, such as whitening and saponification. Each filter can be finely adjusted in a slider manner, helping to precisely implement the desired effect and improve the perfection of the video. It is meaningful in that it expands the functional foundation at the platform level for operating high-quality beauty live broadcasting.
Grip Company CEO Taesoo Kim said, “The launch of ‘High Beauty Club’ and new features is a strategic move to strengthen the branding of beauty sellers and expand commerce competitiveness,” adding, “We will continue to focus on the beauty category as Grip’s core growth area and continuously strengthen our infrastructure to enable sellers to operate stable commerce.”
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