“The product selection for this collaboration may already indicate that it is primarily targeting the Asia market, as sheet masks and cushions are more popular among consumers in that region,” Ying Mu, general manager, Labbrand told
. “They’ll not only use [the cushion product] at home, but they’ll actually bring it to social settings, as well, for touch-ups or as a conversation starter.”
The collection features a logoed Off-White face mask, sheet masks, an air cushion sunscreen and a lip balm in a special-edition box. According to a report from
, “the set was sold in China through Alibaba’s Tmall Global and in Japan vie e-commerce marketplace Qoo10. In Korea, it was launched on Amorepacific’s online Amorepacific Mall website, on the Naver Shopping platform and at major flagship stores, including the Amore Store at the
Off-White’s interpretation of the traditional Korean game Yunnori was also available in-store, with access to buy provided via a random draw system. The collaboration is focused exclusively on Asia, with no plans for expansion outside of Asian markets.
“There are no plans for the product to be taken to further markets other than those of Korea, China and Japan,” an Amorepacific spokesperson told
Amorepacific is also focused on expanding its appeal to Gen Z with this collaboration, according to a brand spokesperson.
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