[🇬🇧] Shinsegae Renews ‘CHICOR’ to Compete with Olive Young, Focuses on Premium K-Beauty

Shinsegae Department Store is revamping its beauty select shop CHICOR to aggressively target the premium K-beauty market.

Starting with the newly renovated Gangnam Station branch on June 27, CHICOR will increase the proportion of K-beauty products from 35% to 60%, while introducing hyper-personalized services to enhance its differentiation.

While Olive Young is known as a mainstream health & beauty store, CHICOR positions itself as a premium, experience-based beauty destination. Leveraging its exclusive brand lineup and Shinsegae's retail network, the company plans to open more stores in key shopping areas like Hongdae and Myeongdong.

After a scaled-back presence during the COVID-19 era, CHICOR's relaunch aims to reestablish it as a new hotspot for K-beauty, drawing attention from across the industry.

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