Shinsegae International's cosmetics brand Vidi Vici has announced on the 25th that it is implementing a full rebranding that changes everything except the name, including the logo, concept, target audience, distribution network, core products, and packaging.
Vidi Vici has revamped its logo and packaging to match a global sensibility in order to expand its sales structure, which is centered on South Korea and China, to Japan, the United States, and beyond.
The new concept, "Skin Core Beauty," conveys the meaning of "regaining the skin's inherent power and achieving one's unique radiance as sustainable beauty."
In China, which grew nearly 30% last year, plans are in place to launch specialized products aimed at the local market and to expand the distribution network through new social commerce platforms.
In Japan, the company plans to lead with cleansing foam, cushions, and cream blushes while operating brand channels on Amazon Japan and Qoo10, with a goal of entering offline drugstores by the end of the year.
In the United States, the focus will be on increasing the awareness of color and cleansing products, primarily through Amazon.
In the domestic market, a two-track strategy will be employed to expand distribution channels from existing department stores and duty-free shops to Olive Young.
In department store locations, all of Vidi Vici's products from skincare to cleansing and makeup will be sold, while at Olive Young, the focus will be on selling new makeup bases and color cosmetics targeting those aged 25 to 35.
To promote the rebranding in domestic and international markets, Vidi Vici has appointed Kazuha from the girl group LE SSERAFIM as the new global ambassador and will begin full-scale marketing by the end of this month.