{"id":932,"date":"2026-04-29T22:31:17","date_gmt":"2026-04-29T22:31:17","guid":{"rendered":"https:\/\/yorkstreetinc.com.au\/insights\/?p=932"},"modified":"2026-04-29T22:33:37","modified_gmt":"2026-04-29T22:33:37","slug":"hello-welcome-to-olive-young","status":"publish","type":"post","link":"https:\/\/yorkstreetinc.com.au\/insights\/2026\/04\/29\/hello-welcome-to-olive-young\/","title":{"rendered":"Hello. Welcome to Olive Young\u2026"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” row_position_desktop=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]Five words anyone who has visited the largest beauty retailer in Seoul will remember.\u00a0<\/span><\/p>\n

This is by design as the entire floor staff sound this off almost every 45 seconds, with a different member of the team opening before the chorus rings throughout the store.\u00a0<\/span><\/p>\n

There are over 1,300 Olive Young stores in South Korea with the majority in Seoul. If Sydney had the same store density as Seoul, there’d be roughly 200+ Olive Young stores across the city.<\/span><\/p>\n

In Myeong-Dong where I stayed\u00a0 there were 3 stores within 150m of each other, which was mind blowing in itself. But what struck was that they didn\u2019t seem to be cannibalizing the others’ business.\u00a0 If anything it was a master stroke of branding\u00a0 and convenience.\u00a0<\/span><\/p>\n

The stores vary from size, ranging from single shop fronts to 6 story market places. Whilst there are some differences in the physical layout\u00a0 the experience is almost universal. Premium, self service\u2019 in an immaculately laid out store. That breaks down individual beauty regimes to an art form encouraging customers to purchase more.<\/span><\/p>\n

Upon entry they hand you a large mesh canvas shopping bag which to my surprise most shoppers had filled with the best in Korean Beauty and skincare.\u00a0 Another sign post of what Olive Young\u00a0 knows about their consumer, they will be filling that bag.\u00a0<\/span><\/p>\n

Although the design is for consumers to be able to shop freely, staff are immediately on hand with detailed knowledge tailored to all beauty needs. (The irony is not lost on me as this is coming from a 35 year old male, who up until recently had a single step face wash).\u00a0<\/span><\/p>\n

The integration of technology into the stores is what really blew me away, as a mix of LED screens, immersive activations and product demonstrations feature on every level.\u00a0<\/span><\/p>\n

Each section from active skincare to facial masks, had clear partnered activations where consumers are enticed to try the products in unique and creative ways.\u00a0<\/span><\/p>\n

Products are bucketed by brand, beauty section and the problem they are solving. They are often incorporated as multiple steps with other brands’ ranges so that the routine or system isn\u2019t always owned by the one brand.\u00a0<\/span><\/p>\n

Everything is so carefully thought out as you are guided into the different levels across the store, all the way through to the checkout. Every time I was there (6+ visits in total)\u00a0 I found myself amazed at the volume of products and brands featured, but it never felt cluttered or chaotic. Rather designed for maximum value for consumers to fill their canvas bags which other consumers can curiously compare.\u00a0<\/span><\/p>\n

Throughout the store in prize positioning are Olive Young\u2019s \u2018Global picks. Which if your brand lands one of these placements is the equivalent of striking oil! However this is not something that can be merely awarded, let alone paid for.\u00a0 This is almost the secret that sits behind this brand’s success. How they use data to identify what\u2019s trending and which indie brands are about to breakout which they provide the platform to champion further.\u00a0 They become the cultural curator for many in APAC.\u00a0<\/span><\/p>\n

 <\/p>\n

What brands in Australia can take from Olive Young, is that the detail is in the design and experience. This is something that rings true through the countries I visited. Appealing to the senses of sight, sound and touch is where the most impact is delivered. Brands like Medicube nailed this incredibly effectively in store.\u00a0<\/span><\/p>\n

Whilst I appreciate stores like Mecca and Sephora offer a similar experience here locally and in the case of Sephora around the globe. Olive Young is a platform in South Korea and growing to be an incubator of K-Beauty on the world stage. They have become the curators for what’s trending, backed by what\u2019s happening in their stores which they can amplify. This gives them incredible brand power and cultural capital in a\u00a0 highly competitive beauty market.\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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