Olive Young opens second California store to capitalize on global K-beauty craze
The firm's new Los Angeles location, stocked with 1.5 times more skin care products than Korean stores, is their second U.S. outlet after its flagship store in Pasadena.
The exterior of Olive Young's Century City store in Los AngelesCJ OLIVE YOUNG
K-beauty landed in California's Century City as Olive Young opened its second U.S. outlet on Saturday. Customers formed a queue stretching more than 100 meters (328 feet) as they waited to get their hands on the latest products carried by the store, according to shop operator CJ Olive Young.
The store opened at the Westfield Century City shopping mall in Los Angeles, and spans 250 square meters (2,691 square feet).
Los Angeles city council member Katy Young Yaroslavsky and Nancy Wood, the president and CEO of the Century City Chamber of Commerce, also attended the store’s opening on Saturday.
The Century City store is designed to expand awareness of K-beauty among premium, highly-engaged shoppers and international customers, while its first flagship store in Pasadena serves as a showcase for the brand's identity to local consumers in their 20s and 30s with a strong interest in K-beauty, according to CJ Olive Young. Olive Young's Pasadena flagship store opened on May 29.
The Century City branch carries 1.5 times as many Korean skin care products as Olive Young's stores in Korea in response to strong local interest in Korean skin care, the retailer said. The branch will also offer a complimentary skin-scanning service that provides product recommendations based on customers' skin concerns.
The Century City branch will offer purchase-based discounts and give away Olive Young tote bags through June 26.
Customers who purchase an Olive Young collaboration beverage, created in partnership with Chamberlain Coffee, will receive a voucher redeemable for K-beauty samples at the Century City store through June 22.
The interior of Olive Young's Century City store in Los AngelesCJ OLIVE YOUNG
“Just as Olive Young in Korea has expanded membership benefits beyond simple discounts to include experiential services and partnership events, we plan to offer a variety of services and events for members in the United States to build an Olive Young fan base,” an Olive Young source said.
“Our goal is to cement our position as a 'local beauty retailer' by localizing store operations, product curation and promotions to meet the expectations of U.S. consumers."
Olive Young plans to gradually roll out benefits under “O.Y Members,” its online and offline membership program for the U.S. market. It is also continuing to expand the number of brands and products available in both its physical stores and on its U.S. online shopping platform, Olive Young US.
