Global K-beauty distributor Landing International (CEO Sae-ra Jeong) announced on the 10th that it will hold the 'K-Beauty World City Tour' to showcase K-beauty brands in five major cities starting with Los Angeles (LA) in the United States.
K-Beauty World City Tour offers a new K-beauty experience to American consumers through a virtual store called “K-Beauty Mart” themed after a Korean convenience store. Landing International recently made the beauty product packaging look like ramen, snacks, and drinks commonly found in Korean convenience stores, adding to the fun, as TikTok recently recorded approximately 481 million posts mentioning #koreanconveniencestore.
This event was attended by 10 brands including vegan beauty and color brands that have recently been gaining attention: ▲Nutexture ▲Lael ▲Mixoon ▲Ingredient Editor ▲Somebymi ▲I'mfrom ▲Unlicia ▲Entropy ▲Javind Seoul ▲Tocobo (in alphabetical order).
In particular, the first event held on the 1st (local time) at Century City Mall, a large shopping mall in LA, attracted over 1,600 people, confirming the hot interest in K-beauty. At the event that day, 100 beauty influencers and makeup artists with a combined 64 million followers on Instagram and TikTok participated and had time to directly experience K-beauty products.
Landing International will also support the increase of K-beauty brand awareness at the world-renowned cultural festival South by Southwest (SXSW), held in Texas, USA from the 9th to the 12th of this month. SXSW is the world’s largest festival where over 280,000 industry professionals and artists gather every year to showcase the convergence of various industries such as technology, fashion, and music.
In addition, they will be participating in the 'Revolve Festival', an invitation-only event for celebrities and influencers at the 'Coachella' music festival held from the 12th to the 20th of next month, and will also be participating in the 'Lollapalooza' music festival held in Chicago on July 31st.
“We planned this event to provide an immersive retail experience to diverse consumers across the U.S.,” said Jeong Sae-ra, CEO of Landing International. “We will continue to strengthen local marketing to help K-beauty brands gain more attention on the global stage.”
Meanwhile, Landing International, a distributor well-versed in the US market, has introduced more than 100 K-beauty brands to major distribution channels such as Ulta, Target, and JC Penney. In January, it published a trend report titled “The Second Wave of K-beauty,” which contains branding strategies for K-beauty brands in the US retail market, to support the sustainable growth of K-beauty brands.
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