Dubai KOREA 360 'K-Beauty Zone' Revamp and Makeup Show Success. In line with the core 2026 K360 strategy of shifting from a display-focused model to a sales-driven structure, we have successfully completed the revamp of the Dubai KOREA 360 offline store and its associated marketing events.
Strategic Revamp of Offline VMD and Sales Zones. Under the 'From Seoul to Dubai' concept, we optimized the store's visual merchandising (VMD) and customer flow to encourage intuitive product discovery and on-site conversions.
- White-zone (Fan Favorites): Focused placement of flagship hero products to build brand trust.
- Black-zone (Rising Stars): Curation centered on trendy rising brands and key themes (e.g., #cica, #hydrate).
- Sales Zone: Established a direct purchasing path for products registered with the Dubai Municipality (DM). Following the store reorganization, sales of flagship items in the White-zone increased, confirming strong local demand for high-performance skincare, particularly retinal products.
Hosting the 'K-Beauty Makeup Show' in Dubai: From July 24 to 25, we held a 'K-Beauty Makeup Show' at the main atrium of Dubai KOREA 360, attended by 335 local consumers and influencers.
Professional makeup artists showcased signature K-Beauty styles (Glass Skin, Idol Glow) through live demonstrations and interactive Q&A sessions, drawing an enthusiastic response from local attendees.
Results of Experience-Driven One-Stop Marketing
- Direct On-Site Sales: Created an environment for immediate on-site purchases of products used in demonstrations, driving tangible offline sales growth.
- Maximized Brand Exposure: Increased brand awareness through video displays on the main atrium screen and the distribution of sample packages from participating brands.
- Digital Viral Spread: Facilitated the creation of secondary content on social media (e.g., Instagram Reels) through influencer seeding and local attendee participation.
We will continue to leverage the KOREA 360 hub to support the successful entry of Korean beauty brands into the Middle Eastern market and drive consistent, tangible results.
