Korean skincare luxury brand Sulwhasoo has partnered with Lazada, a leading e-commerce platform in Southeast Asia, to launch their First Care Activating Serum 6th generation in the region. The brand held its first regional “LazMall Super Brand Day” on April 24th in Vietnam before a subsequent roll out in Thailand, Malaysia, Singapore and Indonesia.
Lazada connects about 160 million active users to more than one million actively-selling sellers every month across Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. The e-retailer aims to serve 300 million shoppers by 2030.
Through its LazMall shop, Sulwhasoo provides shoppers in the region with first access to exclusive content featuring the brand’s global brand ambassador, Rosé from popular K-pop group Blackpink. Lazada shoppers across Singapore, Thailand, Malaysia, Vietnam, and Indonesia will also been provided with exclusive livestreams and content inspired by Risogragh art, and exclusive sets with special gifts such as Sulwhasoo-scented candles designed by Korean artist Sim Bo-geun from ceramic brand Mujagi, as well as towels designed in collaboration with luxury towel brand TWB. This partnership with Lazada will also see Sulwhasoo bring exclusive offline-to-online workshops for customers in selected markets to immerse in a greater appreciation to life and its art form and learn more about iconic Korean skincare routines.
Through this multi-country collaboration with Lazada, the Amorepacific-owned brand plans to strengthen its reach to local customers.
To be applied immediately after cleansing, Sulwhasoo’s First Care Activating Serum has been added to the beauty routines of many women worldwide. According to Sulwhasoo, with over 510,000  customers who have used more than 10 bottles, the product is selling at a rate of one bottle every 10 seconds  and is well-loved by many, according to the brand. Launched earlier this year, the product’s 6th generation promises to maintain moisture on the skin all day long, with visible improvement in skin regeneration and barrier formation within three days of use .
"This collaboration will enable us to connect with highly discerning beauty customers on this leading platform in Southeast Asia who seek authentic brand experiences. With our unique products formulated with supreme ingredients and ’shoppertainment’ experiences created with Sulwhasoo’s exclusive brand story content, we aim to engage more customers in this region," said Han-sook Lee, Senior Vice President of Sulwhasoo’s GTM Division.