Retail in Asia


Gentle Monster taps into cosmetic business

Gentle Monster taps into cosmetic business

IICOMBINED, which operates Korea’s Sunglasses brand “Gentle Monster” taps into cosmetic business.

The company attracted tens of billions of won worth of investment from LVMH‘s investment corporation, L Capital Asia, and changed its former name ‘Snoop By’ to ‘IICOMBINED’.

SEE ALSO : L Catterton Asia invests in Gentle Monster

The cosmetics brand just launched by the IICOMBINED is ‘Tamburins’, a kind of cosmetics ‘gentle monster’ that combines sensuous communication with sensual arts such as space and object.

This brand not only contains the essence of the product, but also contains the aesthetic value of the beauty that everyone seeks, from perfume to package design to space.

Tamburins is a unique feature of trying to communicate emotionally through content that reinterprets the beauty of the brand pursued in space, objects, painting, and performance, beyond the limited product line of cosmetics.

The first flagship store of Tamburins opened in Garosu-gil, Sinsa-dong. This place was created with a gentle atmosphere using soft touch wooden materials and flooring.

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The company collaborated with 10 artists around the world and overlaid the mood and art of ‘ Tamburins ‘ with objects of various materials and designs.

After the launch, it is sold only through the flagship store and online.

‘Nude H. And Cream’ which is launched along with brand launching, contains macadamia seed oil with excellent moisturizing power.

SEE ALSO : Gentle Monster to open Southeast Asia flagship store

Signature scent of Tamburins Hand Cream, created by blending three natural oils: Bergamot, Patchouli and Sandalwood is main feature.

Starting with ‘Nude H. And Cream’, ‘ Tamburins ‘ will show conceptual contents based on themes derived from the planning stage of each new product.

The company uses a new marketing strategy that recognizes cosmetics as a content rather than a simple product.

(Source: Apparel News )