Games & Commerce
Musinsa Beauty says fandom IP collaborations lift transaction value up to 19-fold
Musinsa Beauty said on Tuesday it is driving growth in brand transaction value through collaborations that connect beauty brands with fandom-style intellectual property. It said it takes part directly from brand matching to content planning. A Sulwhasoo collaboration product sold out within 30 minutes, and Sulwhasoo’s May transaction value rose 261 percent from a year earlier. Other collaborations with Sellex, Laboh and influencer Tibetdongsaeng also posted gains, including a roughly 19-fold jump for The Lab by Blanc Doux.
