11st said on Monday that BeautyPlusLive, introduced in January, drew 1.6 million viewers across nine broadcasts. The company said it has confirmed the competitiveness of BeautyPlusLive content and plans to turn it into a regular segment to increase customers.

BeautyPlusLive is a community-style live broadcast built around a “regular gathering” concept that emphasizes two-way communication. It offers participatory segments such as attendance check-ins and a live talk-king event, as well as informational content including personal color comparison demonstrations. The company said it plans to strengthen communication with customers.

The company also explained it will secure price competitiveness to target the needs of beauty consumers who pursue trends and value for money at the same time. BeautyPlusLive selects one beauty brand with high buzz and sells it at online lowest-price levels, while carrying out new product launches and sales of exclusively configured product sets.

11st plans to expand its sales scope from beauty brands to healthcare brands.

Ko Kwang-il (고광일), head of 11st’s sales group, said, "We will continue to introduce new broadcast formats that increase customer participation so that we can provide a differentiated shopping experience."