3CE
FREESTANDING SOTRE IN LOS ANGELES
3CE, or 3 Concept Eyes is a South Korean cosmetic brand launched in 2009 by Kim So Hee. It is a makeup brand of a fashion label StyleNanda. 3CE based its name on the idea of three primary color palettes of pink, orange and beige. They are known for trendy and innovative makeup products in edgy packaging, long-lasting lipsticks, and highly pigmented eye shadows. 3CE carries wide range of products including lipstick, eye shadow, mascara, eyeliner, lip-gloss, foundation, bb cream, blush, highlighter, nail polish, shadow stick, body cream, and hand cream.
PRODUCT INTRODUCTION
3CE MOOD RECIPE LIP COLOR MINI KIT Code P000MLAT Price $55.00 USD
3CE MOOD RECIPE MULTI EYE COLOR PALETTE Code P000MTZF Price $42.00 USD
3CE PINK BOUTIQUE SET Code P000MJXL Price $54.00 USD
3CE FACE BLUSH #MY MUSE Code P000MQFI Price $19.00 USD
STORE CONCEPT
LEVEL. 1 LOBBY
Stylenanda Pink Hotel is located in Myeongdong, South Korea. It is a hotel-themed flagship store that has the 6 levels of surprises. Stylenanda Pink Hotel attracts shopper from all around the world with its unique concept. The first floor is designed to look like a hotel lobby, level 1 has got all their 3CE makeup on the buffet table. There’s a little concierge desk there with their staff behind it should you require any help. Look out for cute hotel room keys that are hung on the wall too.
LEVEL. 2 SPA
A makeup room for the ladies, with 3CE makeup displaying on top of the sink. There’s a row of mirrors right in the middle of the room. Also including pink couches, marble tables, and a bathtub filled with water and topped with flowers.
LEVEL. 3 ROOMS
Level 3 is made to be a corridor with rooms on both sides, and featuring Stylenanda’s Nanda Made series of apparels. Walk right in to rest on the sofa area, which doubled up as a comfy seat to try the shoes on. The merchandises are displayed on the shelves just next to it.
LEVEL. 4 LAUNDRY
On this floor you can find the hats, socks, and jewellery. The laundry machines are stacked together like how the real laundry shops do it. Walk further in to see all the detergent and washing powders displayed on the shelves. And, there are even plastic chairs stacked together for shoppers to sit while “waiting for your laundry to be done�.
LEVEL. 5 POOL
A pretend pool with a real cafe. Expect rows of nicely stacked denim, and a pool cafe inside. The cafe was very much like those in the ‘50s movies with its blue and pink tiles, outdoor chairs and tables with umbrellas to shelter you from the sun. Order some bites and drinks from the cafe to take a break after all the shopping.
LEVEL. 6 ROOFTOP
The top floor is the rooftop terrace. It allows the shoppers to take a break from all the walking. There are lots of giant pillows for the customers to use whole they chat with their friends.
MELROSE AVENUE FIND IT BY CATGORY
Los Angeles Los Angeles County had 1,497,960 Asian Americans as of 2010. From 2000 to 2010 the Asian population in Los Angeles County increased by 20%. Within Los Angeles County, 13 cities and places are majority Asian. The city with the highest percentage of Asians was Monterey Park, which was 68% Asian. From 2000 to 2010 the city of Arcadia saw its population increase by 38%, the largest such increase in the county. As of 2010, in the world, Los Angeles County has the largest populations of Burmese, Cambodian, Chinese, Filipino, Indonesian, Korean, Sri Lankan, and Thai people. In Los Angeles County the largest Asian ethnic groups were the Chinese and the Filipinos.
L.A. County is the Capital of Asian America
Chinatown is a neighborhood in Downtown Los Angeles, California that became a commercial center for Chinese and other Asian businesses in Central Los Angeles in 1938. The area includes restaurants, shops and art galleries but also has a residential neighborhood, aging population of about 10,000 residents.
Koreatown is a neighborhood in Central Los Angeles, California, centered near Eighth Street and Irolo Street. There is a significant Korean American population in Los Angeles. Greater Los Angeles has the largest Korean community in the United States. As of 2008, about 350,000 ethnic Koreans live in Los Angeles County. The largest Korean ethnic enclave in Los Angeles is Koreatown and the majority of the Koreans have been concentrated around that area.
Melrose Avenue
Melrose Ave, West Hollywood, CA 90048
Melrose Avenue is a shopping, dining and entertainment destination located in Los Angeles. Melrose Avenue shopping district begins at La Cienega Boulevard and ends at N. La Brea Avenue, encompassing 14 blocks - 8400 Melrose Avenue to 7000 Melrose Avenue. Melrose Avenue can be broken into four main sections, Melrose District, Melrose Heights, Melrose Place, La Cienega Design Quarter. Its most famous section, known as the Melrose District, is the West End through West Hollywood and Hollywood. Since the early 1980’s, Melrose District became a popular underground and new wave shopping. There are numbers of luxury fashion brand including Maxfield, Alexander McQueen, Carolina Herrera, Paper Bag Princess, Ron Herman Fred Segal, Resurrection, Decades, Paul Smith, Revolve, Monique Lhuillier, Vivienne Westwood. On the streets there are several cafes and restaurants where the consumers can eat or drink something between purchases. Some popular restaurants including Crossroads, Carlito’s Gardel, Petit Trois, All 4 Mozza’s, Providence, Kali, Ink, Mauro’s, Lucques, Sweet Lady Jane, Animal, Cecconis and so many more. Immediately off Melrose: Ysabel, Animal, Jon & Vinnys.
TARGET CONSUMER Jenn . I Age: 27 Korean-American Graduated from university of California beauty blogger Enjoys picnic with her female friends on Sunday afternoon Likes to take pictures and upload it on Instagram Drinks soymilk latte
Sabrina . H Age: 23 from Jeju Island, Korea Majoring in Fashion Marketing and Management at SCAD Purchase at least one makeup product per month Shops at Topshop, Genuine People, and Urban Outfitters Drinks soy latte
PONY
makeup artist, blogger, influencer
Pony is one of South Korea’s most famous makeup artists. Her real name is Hye-Min Park, though nearly everyone refers to her by her equine nickname. She has more than 4.7 million followers on Instagram, and recently won the most viewed video from YouTube. Though Pony is Korean, she is aware and conscious of her international fans and tries to create tutorials that will be of interest and relevant to their lives. Pony has her own makeup brand called Pony Effect.
POPUP STORE
Before launching a stand-alone store in the Melrose Avenue, creating a short term pop-up to create an unforgettable and unique experience for consumers that will potentially generate brad awareness. The purpose of creating a pop-up for 3CE is to test and experiment shopping behaviour of the consumers. The location of the pop-up store will still be in the Melrose Avenue, and it will still carry the original interior concept of 3CE. In order to increase the brand awareness, it would be very ideal to invite Pony the makeup artist to have a public makeup session at the store, as it would draw a lot of consumers’ attention. Other than this, giving out makeup sample is one of the best ways to attract the consumers. It is a common method in South Korea, giving out makeup samples could give the potential consumers to test the product without purchasing it. A lot of consumers try the makeup sample and actually purchase the product afterwards.
THE POWER OF FREE SAMPLE It might sound a little daunting to give away samples for free, because there will still be a cost for making that. However, free samples can generate a lot of sales over time. The purpose of giving away free samples is to introduce the product to new audiences unfamiliar with the brand, and foster relationships and inspire loyalty with existing customers who already know about this brand. It can also expand consumers’ knowledge about the products you offer and encourage repeat customers and more sales of new products. Most importantly, it will be the best way to earn attention for the brand.
CITATIONS S. (n.d.). STORE. Retrieved March 11, 2018, from http://en.stylenanda.com/import/store_olive.html 2017 STYLENANDA Autumn Fashion. (2018, March 06). Retrieved March 11, 2018, from https:// vimeo.com/232773574 3 Concept Eyes [3CE] Cosmetics | Style Korean. (n.d.). Retrieved March 11, 2018, from http://www. stylekorean.com/brands/2/3-concept-eyes-3ce L. (2016, October 12). Style Nanda Pink Hotel: Myeongdong Flagship Store. Retrieved March 11, 2018, from https://seoulsearching. net/2016/10/10/style-nanda-pink-hotel-myeongdong-flagship-store/ Jajan, M. (2018, January 11). [KOREA] STYLENANDA PINK HOTEL & PINK POOL CAFE – Myeongdong, Seoul. Retrieved March 11, 2018, from https://anakjajan.com/2017/04/18/ korea-stylenanda-pink-hotel-pink-pool-cafe-myeongdong-seoul/ Trinidad, E. (2016, February 03). L.A. County is the Capital of Asian America. Retrieved March 11, 2018, from https://www.kcet.org/socal-focus/la-county-is-the-capital-of-asian-america Dykes, A. (2018, February 22). Bella Hadid Competed In A Makeup Glow Challenge & Its Such A Super Mario Throwback. Retrieved March 11, 2018, from https://www.elitedaily.com/p/bella-hadid-ponys-dior-makeup-challenge-is-a-total-supermario-throwback-7981325
3CE FREESTANDING STORE IN LOS ANGELES SABRINA HONG FASM 430