Shinsegae innovates in South Korean cosmetics market with new Lego-like make-up collection

Shinsegae innovates in South Korean cosmetics market with new Lego-like make-up collection

South Korean beauty brand Shinsegae has launched its new color make-up brand Stonebrick.

Incorporating a Lego-style block system, which allows users to stack each product in a brick puzzle format, the make-up brand has been designed to target young consumers and innovate in the saturated South Korean beauty market.

The second brand from Emart, the hypermarket arm of Shinsegae, the modulated dynamic of the range allows easy portability. The first Stonebrick store was launched in Western Seoul.

Stonebrick Manager Kim Kye-sook said, “By differentiating our products using three aspects of color, smart and fun, we have successfully landed in the cosmetics market.”

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