While China has WeChat and Japan has LINE, South Koreans rely on KakaoTalk as their messaging app of choice.

The app has 35.2 million monthly active users and takes up more than 94% of all the time spent on mobile messaging apps in South Korea.

But most global brands haven’t caught on yet, according to Gartner L2’s new Beauty Korea report. Two-thirds of beauty brands tracked in the report haven’t opened an official KakaoTalk profile, and the ones that have done so still have limited customer service functionality.

This isn’t due to lack of opportunities on KakaoTalk, which allows brands to offer omnichannel and customer service promotions similar to those that can be found on WeChat or LINE. These include chatbots and live chat, coupons, and custom features.

The LVMH portfolio is getting in on the KakaoTalk action earlier than competitors. Benefit, for example, uses interactive app features to help Korean consumers keep their eyebrows on point, offering an eyebrow diagnostic tool and a form to make reservations at its famous brow bar. Fresh, meanwhile, has KakaoTalk coupons that can be redeemed in-store, bringing foot traffic into its brick-and-mortar locations.

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