Beauty platform Hwahae operator Birdview Co., Ltd. (Respective CEOs Woong Lee and Kyungil Kim) announced on the 13th that it signed a business agreement with Shinsegae DF Co., Ltd. (CEO Shinyeol Yoo) to utilize K-beauty content in Shinsegae Duty Free’s online and offline stores, establishing a bridgehead for the global advancement of K-beauty brands.
The business agreement signing ceremony held at the Shinsegae DF headquarters in Jung-gu, Seoul on the 12th was attended by key executives from both companies, including Birdview CEO Lee Woong, CEO Kim Kyung-il, and Global Business Office (GBO) Jeong Si-wook, Shinsegae DF CEO Yoo Shin-yeol, Sales Headquarters Executive Director Yang Ho-jin, Product Headquarters Executive Director Lee Jeong-wook, and MD Director Chae Jeong-won.
Through this agreement, the two companies plan to support the growth of beauty brands by providing K-beauty content to domestic and international customers at Shinsegae Duty Free’s online and offline stores by utilizing their mutually owned beauty data and content. They will also conduct joint marketing to strengthen customer contact points.
To this end, Hwahae plans to cooperate in ▲providing information for content production such as intellectual property rights (IP), Hwahae emblem, AI review topics, and ingredient analysis ▲supporting beauty content planning, production, and exposure ▲developing a system for applying online product information, etc.
Shinsegae DF plans to provide its infrastructure, including ▲creating a K-beauty experience space through online and offline duty-free shops, ▲promoting Hwahae content through its own app, website, and global social network services (SNS), and ▲providing special benefits to Hwahae customers when using duty-free shops.
Kim Kyung-il, CEO of Birdview, said, “This agreement will allow us to expand the overseas distribution network and sales channels for K-beauty brands,” and “Together with Shinsegae DF, a leader in the duty-free shop industry, we will help K-beauty brands secure global competitiveness.”
Meanwhile, Hwahae is the largest beauty platform in Korea with information on the ingredients of 370,000 K-beauty products and 9 million real user reviews and rating data. In order to increase the accessibility of K-beauty to overseas consumers, Hwahae launched a global web English version in November of last year, and recently launched a Japanese version as part of its global expansion.
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