Customers shop for cosmetic products at Musinsa Megastore Seongsu in eastern Seoul on April 24. [KIM JONG-HO]
Before the click comes the real-world trial. A swipe of lipstick on the lips, a smear of foundation on the back of a hand and a glance in the mirror now often precede an online purchase.
The growing tendency among consumers to test products in stores before purchasing them online is driving a surge in online sales for brands after they appear on shelves at brick-and-mortar outlets.
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The average daily online transaction value of more than 500 beauty brands displayed at Musinsa Megastore Seongsu increased by 35 percent last month compared to the period before they entered the store, according to Musinsa Beauty on May 29. The pre-entry period covered Jan. 23 to April 21.
