Face Shop is taking the cartoon emoticons of the Kakao Talk chat application into China.
A range of Kakao Friends cosmetics was launched in Beijing last week in the first step of a broader roll-out. Face Shop, the Korean beauty retailer expanding rapidly across Asia, believes the cute characters will resonate with appearance-conscious, young Chinese consumers.
Kakao Talk – as popular in Korea as Line is in Thailand – has a family of seven characters, called Kakao Friends, including a radish dressed as a rabbit and a hip hop diva masquerading as a secret agent.
Korean company VDL created the range of makeup products which include lipsticks, eye shadows and scented hand cream.
The China move follows a successful launch in Face Shops in Korea in March, followed by Vietnam, Singapore and the US.
Face Shop has more than 1000 stores globally, also including in Australia, the Philippines, Thailand, the UAE, Mongolia, Taiwan and Costa Rica.