럭셔리 뷰티의 새로운 격전지: 온라인 플랫폼의 진화와 CEO들의 패션 정치학 > K-wave Trends

‘Lux Beauty Hall’ presented by CJ OnStyle is a textbook example of how an online shopping platform gains the trust of premium brands and secures customers. The introduction of global high-end beauty brands such as Hermes, Gucci, and Miu Miu one after another means that it goes beyond simply adjusting the product assortment, and perfectly transfers the symbolic space of the ‘first floor of the department store’ to the mobile environment. In fact, the 43% growth in related sales since the beginning of the year is a strong signal that our loyal customer base with high purchasing power for expensive products is moving online. The strategy of going beyond simply selling products and instilling confidence in the authenticity of products through close partnerships with official importers has become a key driving force in moving the hearts of premium consumers.

The advancement of content commerce is a decisive weapon supporting this growth. CJ OnStyle refuses to simply list products and vividly conveys the brand's heritage and user experience by combining live broadcasts and the expertise of beauty creators. The phenomenon of an expensive serum priced around 480,000 won being sold out within 40 minutes of being broadcast, or a high-frequency beauty device costing close to 1 million won being sold out, shows that customers are responding to the value and professional curation of the product beyond price resistance. In particular, the live broadcast of ultra-high-end niche perfume brands scheduled for the third quarter will be another test to prove how much more sophisticated the platform can provide in the fragmented beauty market.

Meanwhile, brand experience in physical spaces has also become an important strategy for luxury houses. The ‘Mystery and the Grooms’ exhibition presented by Hermes at the Dongdaemun Design Plaza (DDP) went beyond product sales and reinterpreted the brand’s horseback riding heritage through interactive play, expanding the point of contact with consumers into the realm of art. Bottega Veneta's collaboration with the Leeum Museum of Art to shed new light on the spatial work of female artists is also an example of how luxury brands are strengthening their identity as cultural sponsors. These exhibitions emphasize that a brand is a medium that provides memories and experiences beyond simple objects, and act as a powerful marketing strategy that allows consumers to experience the brand's philosophy before purchasing the product.

Business leaders’ fashion has also become an important factor in determining a company’s image. The Dior jacket and Hermes slip-ons worn by NVIDIA CEO Jensen Huang during his visit to Korea became huge news in themselves and a clue symbolizing his management philosophy. Although the total amount of 6.5 million won is a small figure compared to the size of his assets, the items he chose instead of a suit represent the aspect of an engineer-turned-manager who pursues a practical yet clear identity. Like Steve Jobs' turtleneck in the past, Jensen Huang's style is in line with his management style that emphasizes intuition and speed over a standardized reporting system, and now functions as a powerful 'attractive capital' in itself.