Aju Business Daily

SEOUL -- The fashion unit of South Korea's retail giant Shinsegae Group has launched a new skincare product brand targeting young consumers. The new brand also rolled out a differentiated marketing promotion, using online stores as its only selling channel.

Shinsegae International said in a statement on December 22 that the company launched "LoiViE," a skincare product brand, through the company's online store and its brand store that was set up in Naver, South Korea's most popular web portal service.

The company said that all LoiViE products are made with natural ingredients such as tree saps and deep seawater. Harmful ingredients that are often included in beauty products were not used. The products were designed to suit the tastes of the millennial and Z generations aged between 20 and 40.

LoiViE is part of Shinsegae International's big plan targeting the global skincare market. The company acquired a 100 percent stake in Swiss Perfection, a Swiss luxury skincare brand well known for cellular extraction technology, in July this year.