Daiso, which focuses on beauty products, nominates cosmetics manufacturer as executive director (South Korea)

It has recently been revealed that Asung Dae Chan, which operates the fixed-price household goods store Daiso, has nominated Kim Hee Sun, a former member of LG Household & Health Care, which handles cosmetics and household goods, as its executive director.
Executive Director Kim has a long history of working in the beauty-related business and was in charge of cosmetics marketing at LG Household & Health Care.
This is the first time that A Sung Daiso has nominated an executive for a major cosmetics manufacturer.
This move means that the company is getting serious about expanding its beauty-related business. In fact, the company is working with the major health and beauty store CJ Olive Young to expand its beauty-related business by 20 to 30%.
Daiso has emerged as a place for the younger generation to purchase beauty products. Cosmetics sold at Daiso are priced at 500 won (about 50 yen), 1,000 won (about 101 yen), and 1,500 won (about 1,500 yen).
There are six denominations: 1,000 won (approx. 152 yen), 2,000 won (approx. 203 yen), 3,000 won (approx. 305 yen), and 5,000 won (approx. 509 yen).
The company expects sales of beauty-related products in 2024 to increase 144% year-on-year.
There are about 60 brands that sell products at Daiso alone. An Ahsung Daiso official said, "Director Kim will be in charge of all beauty-related product business at Daiso in the future."
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