CreatripTeam

Shinsegae International’s beauty label Vidi Vici saw its Olive Young sales surge more than 13 times compared with its first month in store after the September launch of the ‘Black Perfection Cover Fit Cushion’ (Black Cushion). The product quickly became the brand’s top seller, accounting for roughly 50% of total brand sales and selling out initial inventory within weeks. Vidi Vici credits careful market research targeting Korean women in their 20s–30s (2030 generation) for the product’s success—using feedback on texture, performance and complaints to guide development. A dedicated puff and slim compact design for small bags were created, and K-pop idol Kazuha from girl group Le Sserafim was named global ambassador for aggressive SNS marketing. The cushion also drew demand in Japan at the ‘Mega Cosme Land 2025’ pop-up, where stock ran low. Vidi Vici plans to position the Black Cushion alongside its signature cleansing foam and skin illumination products and expand its base makeup line to strengthen its market standing.