KOTRA to hold K-Beauty Festival through Elle Netherland's Instagram Live on Dec 8
28 K-beuaty products covered in December issue of Elle Netherlands..."Entering cosmetics advanced market"
- As the world's second largest fashion magazines, ELLE Netherlands is operated under license of HEARST NETHERLANDS
- Online website : https://www.elle.com/nl/
- No. of online visitors : 1.3 million
- No. of online pageview : 4.4 million
- No. of Instagram followers: 79,900
- No. of Facebook followers : 257,500
- Monthly Print Range: 173,000
KOTRA aimed at Europe, a center of global beauty market, together with the Foundation of Korea Cosmetic Industry Institute, as part of 'K-Lifestyle in Europe', a support project customized to regional market. Joining hands with Elle Netherlands, a famous lifestyle magazine, KOTRA run various programs including △Instagram Online Live Session △K-beauty products distribution and unboxing and △Online Business Consultation.
KOTRA has been promoting K-Beauty in Europe continuously by joining hands with global beauty magazines since 2017. Last year, it collaborated with Vogue Netherlands to hold an experience event taking advantage of Vogue's Prestige marketing knowhow and network. It introduced Korea's 22 small and mid-sized cosmetics companies to the European market.
This year, it joined hands with Elle Netherlands to introduce K-beauty in the most optimal way to the MZ generation, a major target customer of Elle while promoting 28 Korea's innovative cosmetics brands.
Also, Elle Netherlands published a booklet containing promotional materials of 28 Korean brands and K-beauty pictorial of 4 influencers as an appendix to its December issue, distributing 40,000 copies to local bookstores, kiosks and subscribers across the country. Besides, K-beauty has been promoted on an ongoing basis through online and offline platforms including Elle Netherland's Instagram and Facebook.
Meanwhile, KOTRA produced 200 K-beauty products made by participating companies from Korea, in collaboration with Elle Netherlands, which have been provided to buyers, influencers, media companies, Elle subscribers and customers to give them a chance to experience K-beauty firsthand. In addition, online business consultations with about 100 buyers from the Netherlands and nearby European countries have been conducted before and after this Elle Netherlands K-beauty festival to maximize the achievements of 28 participating companies from Korea.
Lee Kil-beom, head of KOTRA Europe said, "This K-beauty project is a digital marketing approach, suitable for Europe, which has entered lockdown again due to emergence of Omicron, and an example of digital innovation in the contactless era," adding "In particular, we could maximize effects by cooperating with a famous brand Elle, in such an advanced market like Europe, where it is difficult to raise the brand awareness of Korean companies."
Source: KOTRA (December 9, 2021)