Ginseng beauty: Cheong Kwan Jang’s Donginbi extends US reach to offer ‘quality effective products’ in men’s market

Donginbi is a luxury skin care brand developed by Korea Ginseng Corporation, which also develops Cheong Kwan Jang, a 120-year-old international brand that specialises in Korean red ginseng health food supplements.

Ginseng, known as the ‘root of immortality’ is a herb that has been used for centuries for its medicinal properties by Asian communities including the Koreans and the Chinese.

Founded in 2011, Donginbi products utilise a red ginseng extract that is aged for six years and extracted with the firm’s patented extract technology.

Aside from South Korea, where it is available in standalone retail and department stores, Donginbi is also available internationally in markets including the US, Japan, China, Thailand and New Zealand.

In April 2021, the company has extended its reach into the US by launching its men’s skin care range, Red Ginseng Homme Power, on Amazon.

The company believes it can tap into the opportunities in the burgeoning male beauty market in the US.

“The men’s grooming and skin care industry is growing as we are finding that men’s attitudes on self-care is shifting. They are interested in quality effective products,”​ said Jeon Hyoyoung, head of global and e-commerce for Donginbi.

Keeping in line with the brand’s original product formulations, the men’s collection also uses red ginseng to offer skin-enhancing benefits such as increased firmness, elasticity and an even complexion.

The range was designed to target men’s specific skin care needs, such as intense moisturisation, with a non-sticky absorbent formula.

“The collection is packed with anti-inflammatory and anti-ageing ingredients and is made specifically for men’s skin to be intensively moisturising and fast-absorbing, so they no longer have to borrow their girlfriends or wives’ products. Instead, these products are made just for them that are simple and gentle, yet effective,” ​explained Jeon.

He added that the brand will capitalise on South Korea’s reputation as a leader in the cosmetics industry.

“South Korea has risen as the global authority in the beauty industry for ingredients, technology, and top skin care trends and we’re excited to continue sharing our products with US customers, while also educating them to achieve nourishing, healthy skin from the inside out. We look forward to continuing to introduce new products to the US market.”​

2021 plans and beyond

This year, the company intends to focus on its Amazon storefront will be dropping new products throughout the rest of the year.

Jeon hinted that the company will be launching a new product line that will be exclusive to its online channels sometime in July.

As it continues to expand stateside, the brand will focus on education, which Jeon noted was one of the brand’s biggest challenges.

In particular, it will emphasise education on its hero ingredient, which is not as well-known in the west.

“Education is one of the biggest challenges… As we continue to raise awareness in the US. for Donginbi, our goal is to educate consumers on the ‘root of immortality’, Korea’s most precious ingredient.”​

Jeon added that the brand will be working to strengthen its media partnerships to do so and is working with Amazon to launch live stream sessions.

Moving forward, the firm is planning to further expand the brand in East-Asia in the first half of this year and then Europe in 2022.

Jeon said: “Korea is the epicentre of beauty and skin care and our hope is to continue sharing our products with the world. We are focusing on our U.S. market at this time but there is always potential for more expansion.”​