As highlighted in L2’s Beauty: Korea report, K-Beauty brands are thriving both locally and globally, with $12 billion in sales in 2016 alone. Despite the multitude of methods for brands to carry out marketing, the race for sales may depend most on closing the gap between brand and buyer — both online and offline.

Looking at internet users in Korea, Japan, China, and Taiwan, 90% shopped online over the past three months, making clear the demand for accessibility and instant gratification. Because the relationship between brand and buyer increasingly begins online, consumers now expect immediate interaction in every aspect of their purchase journey. Customer service has become a pillar of the shopping experience, and there is no longer the room for error that existed before the digital age.

Of all the ways to approach marketing towards the beauty buyer, creating convenience is key. Retail points such as subway lockers, vending machines, and pop-up shops bring products physically closer to buyers and instill a sense of brand ubiquity. Additionally, for shoppers once burdened by having to trek back and forth from home to store in search of popular items, the option to order online to a more convenient delivery location opens an all-access door to exponential growth for beauty brands in Korea.

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