MOONIC (http://en.moonic.co.kr/), the e-commerce site specializing in skincare products, is now targeting the global market. Reputation and brand power, both built while selling skincare items for babies in Korea, are working as important stepping stones for MOONIC as it is now planning its global strategies. Following K-Beauty trends, MOONIC is expanding its playing field releasing babies’ and adults’ skincare products for customers in the US, China, Europe and more.
“Our main strategy relies on targeting the global market through our functional products,” explained Sunny Park, CEO of MOONIC. She also added that items sold online are gaining popularity through word-of-mouth, which are working as a catalyst boosting MOONIC’s global sales.
CEO Park launched her brand MOONIC in 2013 and shot for the global market right away. In addition, at the beginning of this year, she also started the English version of her e-commerce site through cafe24 (http://cafe24corp.com/en), the global e-commerce platform.
As MOONIC launched INCA LAYER, a new skincare line for adults, the company was able to gather investment through KICKSTARTER, a global social funding site at the same time. Investment coming from the UK and US signaled a strong potential for MOONIC in the global market, boosting CEO Park’s confidence.
One of MOONIC’s main strategies is using its products as a marketing method. Releasing good products using skin-friendly ingredients only, which in other words means no use of synthetic additives, helps MOONIC gain favorable reputation thus the marketing method. Using such philosophy, MOONIC created the COS-5 ingredient. “It’s a patented ingredient we’ve created by mixing raspberry, rosa polyantha, Japanese nutmeg tree, plantain, and chloranthus glaber, and then extracting their active ingredients,” explained CEO Park.
MOONIC’s advanced technical skills can be seen in the actual skincare market. INCA LAYER is an item CEO Park has actively participated -- from market research to development and planning of its ingredients. She has created a hypoallergenic product mothers and their babies can safely use as the product has organic extracts from the Andes area. INCA LAYER also has maximized antiaging properties, probably an issue all women have in common.
Like this, CEO Park has designed a setting where adult women can purchase skincare items for themselves and for their kids, all in one place. Stay-at-home moms as well as working moms in their 30s and 40s who used to buy products for their children have started to purchase items for themselves, too. Reviews detailing how they are purchasing skincare products for the entire family have started coming up on the website as well.
Besides, international purchases are also on the rise. In order to increase brand awareness, CEO Park is planning on opening offline channels as well as making MOONIC items available on JD.com, one of the biggest marketplaces in China.
CEO Park went on to say, “I will make sure to make MOONIC one of the main K-Beauty brands in the global market.” She also expressed her plans on making MOONIC a brand that can bring positive changes in society.
Staff Reporter Yoon, Heeseok | pioneer@etnews.com