Musinsa Beauty is partnering with the globally popular character brand Fuggler on a large-scale collaboration involving 12 beauty brands, set to launch during its 'Mubupe' sale. During Mubupe, Musinsa Beauty's flagship discount event running from Oct. 12 to 22, the platform will unveil 18 limited-edition collaboration products featuring popular Fuggler characters both online and offline, alongside discounts of up to 80%. The company said it aims to offer customers a differentiated shopping experience during the event through Fuggler collaboration promotions and discounts that connect its online and offline channels.
Customers who purchase Fuggler collaboration products during the event will receive a blind-box collectible featuring a 'Baby Fuggler Screech Edition' character. Each blind box contains one of nine Baby Fuggler Screech Edition designs at random, which Musinsa Beauty is introducing in keyring form for the first time globally. Shoppers will also receive an exclusive accessory in coral, Musinsa Beauty's signature color, with one of three items — a hat, backpack or glasses — provided at random, allowing customers to customize their Fuggler to their own taste.
Fuggler is a character brand known for its human-like teeth, mischievous expressions and quirky appearance. It was born in 2010 from British creator Louise McGettrick's idea of attaching artificial teeth to a plush toy. According to Musinsa, Fuggler has built a devoted fan base with its distinctive oddball charm that departs from conventional cuteness, and some products have become popular enough to trade at a premium on resale platforms.
The collaboration was designed to offer customers a fresh shopping experience by pairing beauty brands with character intellectual property (IP). Musinsa Beauty brokered the partnerships by connecting the Fuggler IP directly with the beauty brands, and led the entire collaboration process, including product photography and content production.
The 12 participating brands are GRAFEN, Glipp, 9wishes, MERZY, SENSL, S.NATURE, Entropy Makeup, oddtype, OHHYPE, JAVIN DE SEOUL, TOCOBO and CENTELLIAN24. Together, they will release 18 products featuring Fuggler's signature characters, including 'Wide Eyed Weirdo,' 'Munts Munts Mix' and 'McGoo Mix.' Makeup brand Glipp is launching a new shade of its popular lip gloss, the 'Glipp Glue Gloss,' featuring the character 'Ooga Booga White.' Musinsa's private label (PB) oddtype is introducing the 'So Touchable Water Blush,' a makeup product illustrated with the character 'Button Mix.'
The Fuggler collaboration products will also be available in physical stores. Musinsa Beauty plans to display the collaboration products and collectibles together in key display areas and on dedicated promotional stands at 'Musinsa Megastore Seongsu' and 'Musinsa Beauty Hongdae,' so customers can browse everything in one place.
"We planned this collaboration to combine Fuggler's distinctive characters with each beauty brand's products so that customers can enjoy shopping," a Musinsa representative said. "Going forward, we will continue to introduce collaborations that offer new experiences to brands and customers, building on Musinsa Beauty's content planning capabilities and its online and offline channels."
Meanwhile, a total of 660 brands, including the Fuggler collaboration brands, are participating in this edition of Mubupe. Some 15,000 beauty products will be sold at discounts of up to 80% during the event, with a range of exclusive products and additional discounts also on offer.
