Beauty and Fashion Target South Korea’s 40s-50s Women with Anti-Aging and Lifestyle Goods
Creatrip Team
24 days ago
Korean retailers and platforms are increasingly targeting affluent 40s–50s women—often called “young-old” consumers—by expanding product lines and offline touchpoints. Hyundai Home Shopping launched ‘Coasis’, an offline beauty shop for middle-aged women, and signed an MOU with global ODM Cosmax to co-develop two high-functionality skincare items this year focused on wrinkles and dark spots. Coasis stores gather popular TV-homeshopping and indie beauty brands for in-person trials and drew over 2,000 daily visitors at its first outlet, prompting more store openings. Fashion platform Queenit is broadening beyond apparel into living, beauty, health and travel, creating a separate “Life Group” for living products and integrating living and beauty operations. Queenit’s H1 sales rose 21% year-on-year, with living/life transactions up 143.1%. Both retailers aim to deepen everyday offerings (living and lifestyle goods) to capture spending by middle-aged women.
