K-Beauty Elroel, Korea’s first Cosmetic 360 sponsor… “Beachhead for European expansion”
Korean cosmetics brand ELROEL is accelerating its expansion into the European market by becoming the first Korean brand to participate as a sponsor of this year’s Cosmetic 360 Animation Zone event.
According to the cosmetics industry on the 19th, Elroel participated as a sponsor of the Cosmetic 360 Animation Zone event held in Paris, France on the 18th and 19th (local time).
Cosmetic 360, hosted by Cosmetic Valley, France’s largest cosmetics industry-academia-research cluster, is an international event that introduces innovative technologies, solutions, and global trends in the cosmetics industry.
It is a place where a large number of famous cosmetics brands and startup brands participate and exchange, and it is a place where you can get a glimpse of the trends of the global cosmetics industry.
The animation zone, where a total of six companies can participate, is a space where brands with the latest cosmetics industry technologies and trends, such as beauty tech, electronic technology, and robotics, hold various events.
Elroel holds a K-beauty makeup show twice a day at the animation zone in the Korea district.
Elroel CEO Yoo Yang-hee, a first-generation makeup artist, will personally conduct the show using key products such as cream sticks and blending compact cushions.
Erloel said it participated as a sponsor after its blending compact cushion won the top award in the makeup category at the ‘2023 Bologna Cosmoprof’ award, the world’s largest beauty fair held in Bologna, Italy.
Yang-hee Yoo, CEO of Elroel, said, “The organizers first asked us to hold a makeup show because there was so much interest in K-beauty. We held a makeup show with a French model, and the response on the spot was very good.”
CEO Yoo said, “Rather than entering the Chinese market, Elroel strategically chose Europe and has already opened 108 stores in Italy. Paris is a bridgehead for expanding the European market following Italy.”
According to the Cosmetic 360 website, about 270 companies participated in Cosmetic 360 this year, of which 18 are Korean companies.
After Seoul Mayor Oh Se-hoon signed a business agreement (MOU) with Cosmetic Valley in October last year, many promising Korean beauty companies directly recruited by the Seoul Metropolitan Government also visited Cosmetic 360.
(Source: Yonhap News)
