CJ Olive Young, known as Olive Young, has announced a comprehensive redesign of its corporate website alongside the launch of its official newsroom, 'editorial by OLIVE YOUNG'. This initiative emerges as K-beauty gains traction globally, with Olive Young intending to broaden its communication through text-centric content that reflects industry trends as well as the stories behind brands and individuals involved in K-beauty.
Recently, Olive Young has successfully expanded its customer base worldwide, witnessing a staggering increase in sales to foreign customers in domestic stores, reportedly over 22 times higher compared to the same period in 2019. Following the opening of its first store in Pasadena, USA, which has received positive local consumer feedback, Olive Young is also collaborating with global beauty retailer Sephora to launch the 'Olive Young K-beauty Edit' in more than 580 Sephora stores and online platforms in North America, thereby broadening its footprint across global markets.
This expansion coincides with a growing demand among global consumers not only for product purchases but also for a deeper understanding of K-beauty's latest trends and emerging brand narratives. Olive Young plans to leverage its proximity to the K-beauty market and accumulated expertise to develop original content for its newsroom, highlighting developments in domestic and international business settings, trends in Korean beauty, and growth stories of partner brands.
The newsroom will also cater to global customers, foreign partners, and media by offering content in both English and Japanese. The original content will be organized into three main themes: 'NOW', 'IMPACT', and 'CULTURE'. 'NOW' will cover Olive Young's business operations and K-beauty trends, while 'CULTURE' will share the narratives of Olive Young employees across various roles, including product planning (MD), retail, and global operations.
The 'IMPACT' theme will spotlight the stories of partner brands that have grown alongside Olive Young. The flagship series 'behind the brand' will feature interviews with brand representatives, presenting success stories from brands such as Nothing Barrel, Mediheal, CellFusion C, and At Home. These interviews will provide insights into the founding, growth, and global ambitions of various partner brands, aiming to communicate their philosophies and values to a wider audience. Additionally, the content will touch on collaborative changes made with the local community alongside these brands.
An Olive Young representative stated, “As K-beauty continues to evolve into a global industry, high-quality content that accurately reflects market trends and changes will be increasingly vital. We intend to provide trustworthy information and insights based on our accumulated experience and expertise, transforming 'editorial by OLIVE YOUNG' into a newsroom that broadly encompasses the present and future of K-beauty.”
