FRUDIA, a brand under Welcos Co., Ltd., led by CEO Kim Young-don, participated in the Notino K-Beauty Festival (K-FEST) held in Prague, Czech Republic, hosted by Notino, Europe’s largest online beauty retailer. This initiative aimed to enhance its consumer touchpoints in the European market.
Notino, which originated in the Czech Republic, operates in 27 European countries, establishing itself as a major e-commerce player in beauty and wellness. It has a vast consumer base and distribution network across Europe, serving as a vital platform connecting global beauty brands with European consumers.
The K-FEST is Notino’s inaugural event focused on K-Beauty, attracting local consumers, media, and influencers interested in K-Beauty. The festival presented product experiences and various on-site programs to allow consumers to engage directly with K-Beauty brands. The event was planned for approximately 3,000 K-Beauty enthusiasts and sold out completely, indicating substantial local interest; it included VIP, media, influencer programs, and general consumer events.
During the festival, FRUDIA operated a brand booth centered on three major products from its F-LAB longevity skincare line. Featured products included the 'Retinal B3 Exo Red Bubble Pack Booster' for the first step in skincare, the 'Retinal B3 Exo Red 360° Volume Shot Ampoule' for elasticity and volume care, and the 'Retinal B3 Exo Red 360° Volume Shot Cream' to tighten and beautify the skin.
Additionally, FRUDIA showcased its lip makeup products, 'Glow Juicy Jam' and 'Blurry Butter Jam,' offering a range of products from skincare to makeup to local consumers.
Notably, FRUDIA elevated consumer engagement with the '3.60s Buzzer Challenge,' allowing participants to press a buzzer and challenge themselves to complete tasks in 3.60 seconds, linking directly to the F-LAB line’s '360° Volume Care' concept through on-site experience.
Through its participation in K-FEST, FRUDIA aimed to communicate the product competitiveness and brand concept centered around F-LAB to European consumers, further expanding its consumer touchpoints. The sold-out event generated high interest, and the operational focus on product experiences and participatory programs emphasized brand recognition and new consumer engagement. The brand plans to expand collaborations with global distribution partners, including Notino, and implement diverse consumer experience-oriented marketing strategies tailored to local market characteristics to continuously strengthen FRUDIA's brand presence in Europe.
