CJ OLIVE YOUNG is expanding customer touchpoints for its Advanced Derma category, accelerating efforts to grow the K-Derma market. Just four months after launching Advanced Derma, OLIVE YOUNG has expanded dedicated displays to 650 stores nationwide and is strengthening experiential content to give customers more opportunities to discover and experience the category. Advanced Derma is a high-performance skincare category developed by OLIVE YOUNG in partnership with Korean pharmaceutical companies, designed to bring specialized skincare into everyday routines. Having discovered and nurtured K-Derma brands since 2011, OLIVE YOUNG launched the Advanced Derma category in late March in response to growing interest in high-performance skincare, expanding professional skincare into everyday beauty routines. The company aims to make high-performance skincare more accessible while establishing “daily derma care” as an emerging trend and broadening the scope of the beauty market. Since its launch, Advanced Derma has seen rapid growth, emerging as a new growth driver for the K-Derma market. Sales in June increased by more than 260% compared with April, the first full month following the category’s launch. Interest from global customers is also growing rapidly. Foreign customers account for approximately 70% of sales, driven in part by growing demand for professional skincare treatments in Korea. The Advanced Derma Beauty Consulting service, recently introduced at Beauty Mansion Seongsu, has also received a strong response, with more than 80% of users being international customers. This growth has been driven by a customer experience that combines expertise with accessibility. OLIVE YOUNG has provided Advanced Derma training for employees at stores in major tourist areas, enabling them to offer personalized consultations based on individual skin concerns. The company has also increased accessibility through a range of promotions and experiential elements. Building on this momentum, OLIVE YOUNG is expanding customer touchpoints in a variety of ways as it works to establish Advanced Derma as a core skincare category. In its offline stores, OLIVE YOUNG launched Advanced Derma and introduced dedicated displays at Central Myeongdong Town, its largest global-focused store, before expanding the category to stores in major tourist districts and areas with high demand for professional beauty care. Advanced Derma is now available at 650 stores, or roughly half of all OLIVE YOUNG stores nationwide. The company has also developed a range of experiential content to make it easier for customers to explore Advanced Derma. Through September 30, OLIVE YOUNG N Seongsu is hosting a pop-up store featuring 16 products from leading brands including Dongkook Pharmaceutical, Dong-A Pharmaceutical and REJURAN. Visitors can use the SKIN SCAN self-service skin analysis device to assess their skin and receive personalized product recommendations, while customers who visit or make a purchase can also receive samples through an on-site promotion. OLIVE YOUNG is also expanding its touchpoints with international customers by showcasing Advanced Derma products on the OLIVE YOUNG Global, making it easier for customers overseas to purchase the products. OLIVE YOUNG Global is currently featuring a dedicated promotion that brings together Advanced Derma products and offers them at discounted prices. OLIVE YOUNG will continue its efforts to broaden the K-Derma market, with Advanced Derma at the center of its strategy. The company plans to gradually expand the number of stores offering the category, while also bringing more pharmaceutical companies into the initiative and diversifying its product lineup to give customers a wider range of options. “Advanced Derma represents a new standard in high-performance daily skincare that combines OLIVE YOUNG’s customer data-driven expertise in category planning with the technical capabilities of pharmaceutical companies, allowing consumers to enjoy specialized care with confidence,” said an OLIVE YOUNG representative. “We will continue to explore new ways to support the growth of K-beauty, including introducing categories tailored to customers’ diverse skin concerns and lifestyles.”