CVS launches new K-beauty line
CVS is getting ready to give shoppers another reason to peruse its beauty aisles.
Joah, a full line of K-beauty products, launched this month exclusively on cvs.com with distribution to about 4,000 stores in September. Joah, developed by Kiss Products Inc., is Korean for “I like it.” Kiss’ founder is of Southern Korean ancestry. The brand is best known for artificial nails and eyelashes.
CVS seems determined to be a serious contender is the beauty category. In the past two years, CVS has added more exclusives and first-to-market beauty launches to keep shoppers from migrating online or to specialty stores.
While CVS stocks some K-beauty cosmetics in select doors, Joah is a full line consisting of 23 eye items, 19 brow products, 64 lip choices, 47 face options and five brushes.
The brand is thought to be the first full-range mass K-beauty-inspired cosmetics line in the mass market. Prices range from $2.99 for cosmetics wipes to $15.99 for products such as a cream contour palette.
CVS is considered to have the largest array of K-beauty products in the U.S. And the retailer is going beyond skin care with its color products.
According to Kline research, dollar sales of beauty products from South Korea are growing at more than a 30 percent clip and exceed $250 million in U.S. sales. There is tremendous potential in makeup, which is estimated to produce less than 1 percent of sales to date.
Since women are already familiar with Korean skin care options, chances are they’ll be drawn to Koran cosmetics.