Daiso becomes new K-beauty hub 다이소, 새로운 K 뷰티 허브

[김우정]

다이소가 저가 화장품으로 K뷰티의 새로운 허브로 부상하고 있습니다.

손앤박제품인 3,000원 칼러밤이 63,000원 짜리 샤넬 립밤에 못지않다는 글로 22일 오후현재 품절 상태입니다.

최근 조사에 의하면 여성 소비자의 41%가 다이소에서 화장품을 구매했고 72%가 졸아 했다고 합니다.

지난해 3조 4,600억의 매출을 올린 다이소의 올해 화장품 매출액이 주목됩니다.

Daiso becomes new K-beauty hub
다이소, 새로운 K 뷰티 허브

By Ko Dong-hwan 고동환 기자
Posted : 2024-05-29 09:41 Updated : 2024-05-29 09:41
Korea Times

Cosmetic products at a Daiso store inside Starfield Suwon / Courtesy of Asung Daiso

Wallet-friendly store's top-value cosmetics attract both Koreans, foreign visitors
지갑 친화적인 매장의 최고급 화장품은 한국인과 외국인 방문객 모두에게 매력

Daiso's promotional image for Son&Park Arti Spread Color Balm / Screen capture from Daiso's website 다이소 손앤파크 아티 스프레드 컬러밤 / 다이소 홈페이지 화면 캡처

Asung Daiso is sweeping the country’s beauty market with its cosmetic products that come with the brand’s signature affordable prices, as the products are increasingly believed to possess qualities no less than those available in more expensive price tags, according to industry observers, Tuesday.
아성 다이소는 브랜드의 시그니처인 저렴한 가격을 내세운 화장품으로 국내 미용 시장을 휩쓸고 있다. 화장품이 점점 더 비싼 가격대의 제품에 뒤지지 않는 품질을 갖추고 있다고 믿어지기 때문이라고 업계 관계자들이 화요일에 전했다.

With ongoing inflation in the country being felt across the board regarding consumer products, this is leading an increasing number of consumers to seek cheaper products. Daiso, a major retail chain here selling products of small-to-medium size companies (SMEs) at over 1,500 stores, is seeing rising sales. The leverage from its cosmetic aisles is expected to further propel the company’s existing popularity.
소비자 제품과 관련하여 전국적으로 지속적인 인플레이션이 감지되면서, 이것은 더 저렴한 제품을 찾는 소비자들의 증가로 이어지고 있다. 국내의 주요 소매 체인점인 다이소는 1,500개 이상의 매장에서 중소기업 제품을 판매하고 있으며, 매출이 증가하고 있다. 화장품 통로의 지렛대는 회사의 기존 인기를 더욱 촉진시킬 것으로 기대된다.

Daiso’s beauty potential has recently been upshot by Son&Park Arti Spread Color Balm, priced at 3,000 won ($2.21) and is out of stock due to its popularity as of Tuesday afternoon. After people began sharing online that the product was as good as Chanel Lip and Cheek Balm priced at 63,000 won, customers rushed to buy up the product.
다이소의 뷰티 포텐셜은 최근 손앤박 아티스프레드 컬러밤(3000원)으로 3000원대에 판매돼 22일 오후 현재 품절 상태다. 온라인상에서 '샤넬 립과 치크밤'(6만3000원) 못지않다'는 글이 올라오자 고객들이 앞다퉈 구매에 나섰다.

Daiso previously enjoyed a sales boom at its cosmetic aisles when it launched VT Cosmetics’ Reedle Shot Facial Boosting First Ampoule in 12 milliliters (each package containing six two-milliliter sticks) for 3,000 won. The product was sold by VT Cosmetics for 30,000 won in a 50-milliliter volume.
다이소는 앞서 브이티코스메틱의 '리들샷 페이셜 부스팅 퍼스트 앰플'을 12밀리리터(각각 2밀리리터 스틱 6개가 들어 있는 패키지)로 3,000원에 출시하며 화장품 통로에서 판매 붐을 일으켰다. 이 제품은 브이티코스메틱이 50밀리리터 용량으로 3만원에 판매했다.

The number of cosmetic brands on shelves at Daiso stores has reached 34 and their products over 310. Son&Park, Tonymoly, Twinkle Pop, A’pieu, IPKN& and Chocho’s Lab are among 11 color cosmetic brands selling their products at Daiso. Since 2021 when the company sold just four cosmetic brands, its beauty sector has grown large.
다이소 매장의 화장품 브랜드 수는 34개, 제품 수는 310개에 이른다. 손앤박, 토니모리, 트윙클팝, 아피우, IPKN&, 초초스랩 등 다이소에서 제품을 판매하는 11개 색조 화장품 브랜드는 손앤박, 토니모리, 트윙클팝, 아피우, 초초스랩 등이다. 2021년 4개 화장품 브랜드만 판매한 이후 뷰티 부문은 크게 성장했다.

“We’ll increase the number of beauty brands to sell, availing trending products at our affordable prices,” a Daiso official said. He added that Son&Park has drawn interest from buyers in overseas locations including a Japanese retail company.
다이소 관계자는 "가격대의 트렌드 제품을 활용해 뷰티 브랜드를 늘려나갈 것"이라고 말했다. 손앤박은 일본 유통업체를 포함한 해외에서도 바이어들의 관심을 끌고 있다고 덧붙였다.

Selling at Daiso has also proven to be advantageous for cosmetic firms, as supplying Daiso doesn’t require a huge shipment as other retail chain companies do. Under Daiso’s policy that they sell products at fixed prices without a discount, the supplying brands don’t have to spend money on promoting their products by advertising, either.
다이소를 공급하는 것이 다른 소매 체인 회사들처럼 큰 물량을 요구하지 않기 때문에, 다이소에서 판매하는 것이 화장품 회사들에게도 유리하다는 것이 증명되었다. 그들이 제품을 할인 없이 고정된 가격에 판매한다는 다이소의 정책 아래, 공급하는 브랜드들은 광고를 통해 그들의 제품을 홍보하는데 돈을 쓸 필요가 없다.

“The beauty industry here is watching successful cases of partnership with Daiso as a positive sign,” an official from a cosmetic company that supplies to Daiso said.
다이소에 납품하는 한 화장품 업체 관계자는 "이곳 뷰티 업계는 다이소와의 제휴 성공 사례를 긍정적인 신호로 보고 있다"고 말했다.

According to a consumer trend report by marketing firm MezzoMedia released on Monday, 41 percent of female consumers used cosmetic products at Daiso and 72 percent liked them. Most of the respondents said they purchased beauty products at Daiso because of cost-effectiveness, while others mentioned affordable prices, good reviews and good accessibility to the company’s extensive network of stores.
월요일 마케팅 전문기업 메조미디어가 발표한 소비자 동향 보고서에 따르면 여성 소비자의 41%가 다이소에서 화장품을 사용했고, 72%는 다이소를 좋아했다. 다이소에서 미용 제품을 구입한 이유는 가성비 때문이라고 답한 응답자가 가장 많았고, 합리적인 가격, 좋은 리뷰, 회사의 광범위한 매장 네트워크에 대한 접근성 등을 언급한 응답자도 있었다.

Daiso increased its stores here by 129 in the past three years. Last year, it registered 3.46 trillion won of sales, up 17.5 percent from the previous year, and an operating profit of 261.7 billion won, up 9.4 percent.
다이소는 지난 3년간 이곳 매장을 129개 늘렸다. 지난해에는 전년보다 17.5% 증가한 3조4,600억원의 매출을 올렸고, 영업이익은 9.4% 증가한 2,617억원을 기록했다.