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TABLE OF CONTENT
Founders Executive Summary Company Overview Market Positioning Target Consumers Marketing Activity Products
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CREATIVE FOUNDERS Not all businesses do well from the start. Most businesses go through phases of trial and error. KOCOSTAR’s creator, Ham Jeong Soo, also went through many ups and downs before he was able to successfully create a brand of his own. CEO Ham Jeong Soo started off as an employee at the Ministry of Culture and Tourism in South Korea. After working for the Youth Exchange division for three years, he decided to work in the IT area. He was well known in the IT community and even won numerous awards for his outstanding work. Despite his outstanding background, he did not limit him work to just the IT world. He took risks and stepped out of his comfort zone. He launched several IT websites, worked for Internet broadcasting stations, and started his own IT business. However, not all attempts are successful. He had some ups and downs on the way, but through his journey he was able to use his experience to his benefit. Not only did he learn on the way, but also met co-creater of KOCOSTAR, Ahn Jong Jin. Although they have experienced failure as business partners, the two decide to give it one last try. They started off promoting a brand in Japan, but eventually decided to come back to Korea to start a brand of their own! They had a clear goal as to what kind of message they want to present to consumers who use their products. They wanted to create a fun, easy, family-friendly product that would be useful to their daily lives. Since 2013, the two have worked hard to create KOCOSTAR into Korea’s Cosmetic Star. With eye appealing, high quality, innovative products, KOCOSTAR has added on to spreading the K-beauty craze all over the world! KOCOSTAR can be seen in leading beauty retailers both online and on-site as well as luxury department stores worldwide!
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KOCOSTAR is a mask specialty brand that delivers a quality at-home beauty care through hair-to-feet mask series. Launched in Korea by First Market Co., Ltd. (by Jeong Soo Ham & Jong Jin An) in 2013, KOCOSTAR is steadily reaching toward the goal to be the Korean Cosmetic Star in the global beauty industry. Family Oriented KOCOSTAR believes everyone can be beautiful regardless of gender and age. Our belief is defined by family-friendly, witty masks that any member of a family – from grandparents to grandchildren – can use without hassle. Enjoy a fun, relaxing family time with our mask series.
EXECUTIVE SUMMARY
Simple yet Innovative KOCOSTAR develops beauty products that anyone may have thought of, but no one dared to make. We are always ready to listen, observe, and research to make your idea a reality, even if it may seem reckless at the moment.
Beautiful and Fashionable KOCOSTAR aims for beauty products that not only reveal your true beauty, but also make you beautiful while using them. Forget about that scary, ridiculous mask-look and be a fashionista with our masks that are beautiful from their packages. Functional and Convenient KOCOSTAR values your time, as well as your beauty. We understand the difficulty to set aside 20 minutes each day for beauty care. With our masks, continue your daily routine without any interruption, whether you are at home or in your office. Global and Beyond KOCOSTAR is gaining its reputation as a revolutionary and innovative mask brand around the globe. Meet our signature mask series in leading beauty retailers – both online and on-site – and luxury department stores in 70+ countries worldwide.
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COMPANY OVERVIEW
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KOCOSTAR is a mask specialty brand that delivers a quality at-home beauty care through hair-to-feet mask series. Launched in Korea by First Market Co., Ltd. (by Jeong Soo Ham & Jong Jin An) in 2013, KOCOSTAR is steadily reaching toward the goal to be the Korean Cosmetic Star in the global beauty industry. HEADQUATERS IN THE HERAT OF SEOUL, KOREA ANGUK-DONG, JONGRO-GU SEOUL, KOREA BRANCHES USA LOS ANGELES COUNTY TORRANCE, CALIFORNIA USA CHINA QINDAO, CHINA DISTRIBUTORS Over 70 countries worldwide
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MARKET POSITIONING
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High
PTR PATCHOLOGY KARUNA
TONY MOLY
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INNOVATIVE
LAPCOS
BOSCIA
High
PRICE
MARKETING ANALYSIS STRENGTH
WEAKNESS
OPPORTUNITIES
THREATS
-Innovative minds ever -Safe ingredients high benefits -Wide product range in its category -Professional quality at low prices -Family oriented -Unique product line -Store training program -Stable business control
-Innovation -Improvement of the product presentation -Creativity -Collaboration -Improved asvertisement
-Low pakcage design presentation -Weak presetation of the website -Weak disounted pricing marketing -Slow market expension -Struggled to make its mark
-Growing social media website -Low advertisement -Seamless integration between its social channels and the brand website -Customer needs, undtable demand for product information is posting new challenges for brand. -Different expectations on how they expect to communicate and interact with brands
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CUSTOMERS As a Family Oriented Brand Recommended for All Races All Skin Type All Ages All Sexes Main target customers 20~50’s working woman
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Collaboration Video Promotion Media Advertising
MARKETING ACTIVITY
SNS Influencing Promotional Activity Conventions and Events Awards Program Press Release 16
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Collaboration Video Promotion
Media Advertising SNS Influencing
NY Artist Alonsa Guevara BTS Music Video Actress Taoz MS Korea Chungbuk Winner GTEP CBNU Program Retail Stores Worldwide YouTube, Vimeo & 45 Video Platform Worldwide
National Magazines TV Program Interactive Partcipation Informercial
Influencing Platforms (Inspree, Glossybox, PR Envelope and etc) Annual SNS Influencing Awards
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Promotional Activity Conventions and Events
Awards Program Pres Release
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Retailer Limiited Time Specials Subscription Boxes Support Special Event Cooperation with Hautelook, Zulily, TV SHows
Wordlwide Major Convention and Shows -Cosmoprof -NYNOW -Indie Beauty -Foundermade -NACDS TSE -More than 40 events Kocostar USA SNS Awards -Trip to Korea -Devices for SNS -1Year Kocostar Test Benefits
Distribution -National & Regional Editors -Over 400 National Media Outlets -Convention and Trade Show
PRODUCTS Hair to Feet
Slice & Flower Masks Eye Face Foot Hair Hand & Nail Lip Camouflage Capsule Therapy (USA, Canada only) 20
Slice & Flower Masks 11 Fruits & Veges + 4 Flowers + 1 Special Version -Aloe -Apple -Banana -Coconut -Cucumber -Kiwi -Lemon -Pineapple -Strawberry -Tomato -Watermelon -Cherry Blossom -Rose -Sunflower -Tulip -Pumpkin
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Eye Princess Eye Patch -Gold -Silver Tropical Eye Patch -Acai Berry -Coconut -Mango -Papaya -Pitaya
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Face Happy Mask -Camellia -Black -White Bird’s Nest Silk Fiber Mask Face Spot Mirror Patch
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Foot Foot Peeling Foot Moisture 3 Color Foot Moisture -Mint -Purple -Yellow Longboots Fitting Pack
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Hair Masks Home Salon Hair Pack Long Hair Pack Ggongji Hair Pack
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Hand Hand Moisture 3 Color Hand Moisture -Mint -Purple -Yellow 5 Finger Nail
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Lip 3 Color Lip Mask -Mint -Pink -Black Floral Lip Mask -Rose -Cherry Blossom
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Camouflage Hair Face Eye Nose Lip Breast Belly Hand Foot Leg (TBR)
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Capsule Plump Lip Rescue Eye Luster Hair
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Therapy
USA, Canada
Foot Therapy Nail Therapy Hair Therapy Split End Therapy Dry Hands Rescue Rose Petal Face Mask Cucumber Sliced Mask Lemon Sliced Mask Totato Sliced Mask Body Therapy Kit Sliced Collection
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