3CE, Aiming Precisely at Female Customers in Their 20s and 30s with Diversified Distribution Channel Strategy

3CE Stylenanda is accelerating its brand growth with an aggressive distribution channel diversification strategy targeting women in their 20s and 30s.

Recently, 3CE has revamped its online official store into a new platform that is easier to expand globally, in order to offer an upgraded customer experience not only in the domestic market but also in the global beauty market, including China. This comes along with a range of customer-experience-focused digital services. Furthermore, the company has reorganized its online distribution channels to make it more convenient for customers to purchase products, starting with its official Naver store and including other major online distribution platforms in South Korea.

3CE has launched its brand in about 16 leading online distribution platforms in South Korea, where women in their 20s and 30s are concentrated, including Naver Store, Olive Young Online Mall, KakaoTalk Gift, Ably, Beauty Coupang, Musinsa Store, and Zigzag. This expansion has effectively increased customer touchpoints and continues to maintain a high competitive rate in the market. Thanks to this growth, 3CE ranked first in the K-beauty makeup category on KakaoTalk Gift in 2023, based on cumulative sales, continuing its path of success.

The successful diversification strategy of 3CE's distribution channels is also prominent in the offline market. To effectively target its main customers, women in their 20s and 30s, 3CE has focused on flagship stores, Olive Young, Chicor, duty-free shops, and more. Notably, at Olive Young, the leading drug store in Korea, one of 3CE's flagship products, 'Blur Matte Lipstick', was selected for the Olive Young Awards last year, recording high sales volumes. Currently, 3CE products are available in about a thousand Olive Young stores.

In China, one of 3CE's major markets receiving global love, the brand is implementing aggressive sales strategies aligned with local trends. In the Chinese market, 3CE operates dynamic businesses through its brand shops on major online retailers Tmall and Jingdong.com. Especially in Tmall, a top e-commerce mall in China, 3CE emerged as the second-ranked brand in total sales for 2023 (based on Tmall Mass makeup brand ranking), solidifying its position as a global beauty brand beyond K-beauty. Additionally, 3CE is making notable growth in the live commerce market through Douyin (TikTok) commerce, a rapidly emerging platform in China's e-commerce market. Furthermore, with active sales in offline shopping malls, including the Nanjing flagship store, 3CE is preparing to expand additional flagship stores in key regions across China.

A 3CE representative stated, “We will continue to expand our distribution channels so that women in their 20s and 30s, who are keen on beauty trends, can purchase 3CE products more easily and conveniently, which combine excellent product quality with trendy sensibility. Furthermore, through the ongoing renewal of our official mall, we will present a new customer-centered experience and continue to evolve and repay our customers with continuous development.”