Zigzag, the style commerce platform operated by Kakao Style (CEO Seo Jeong-hoon), announced on the 13th that it is running the 'Jikjak Beauty Festa' through the 26th, featuring discounts of up to 90% alongside online and offline events. The event pairs an online sale with a moving pop-up that tours the Seongsu-dong area. Shoppers can try new beauty products in person first, then complete their purchases in the app.
The centerpiece of the offline program is the 'Pink Car,' a moving pop-up where visitors can discover pre-launch products and bestsellers from popular beauty brands. The Pink Car launched on the 12th and will also operate from the 15th to the 18th and from the 22nd to the 25th, from 10 a.m. to 5 p.m. Its location changes by day, rotating among PlayX Studio, Seongsu Yeonbang, NEWNEW Seongsu and the Namjeong Building. Daily locations can be checked in the Zigzag app.
A total of 12 beauty brands are taking part in the Pink Car, with different products featured each operating day. On the 12th, BBIA and about_tone presented their pre-launch products, the 'BBIA K-Gyaru Edition' and the 'about_tone Blending Glow Base.' Each brand's signature product will then be unveiled in turn: espoir's 'Be Glow Foundation' on the 15th, Dinto's 'Blur Glowy Lip Tint' on the 17th, Dr.Jart+'s 'Premium Beauty Balm' on the 18th, Abib's 'PDRN Glow Sheet Mask' on the 22nd and ETUDE's 'Sagak-Sagak Eye Writer' on the 25th.
There are also events for on-site visitors. Those who show proof of signing up for the Zigzag app receive sachet samples. Customers who add participating brands to their favorites can enter a lucky draw for prizes worth up to 800,000 won, including full-size cosmetics and tarpaulin bags. Visitors who post a photo of their visit on social media can also join a 'scoop event,' where they scoop up cosmetic samples to take home. Because the events require app sign-ups and brand favorites to participate, the program appears designed to convert offline visitors into users of the online platform.
Online, Zigzag is issuing unlimited daily coupons of up to 30%, plus 40% coupons for first-time beauty buyers on a first-come, first-served basis. The platform is also running several special sections. The '990 Won Special' offers limited quantities of global brand products. The 'First-Come 3,000 Won Special' opens daily at noon. In the '24H Beauty Attack,' popular products from eight brands each day, including Torriden, Mediheal and too cool for school, are discounted by up to 85% for 24 hours.
Relay live broadcasts and raffle events will follow. A total of nine live broadcasts from popular beauty brands are scheduled. They kick off on the 13th with Dr.Jart+ at 7 p.m. and NAMING. at 8 p.m., followed by ETUDE on the 14th and about_tone on the 15th. Viewers will receive additional live-exclusive coupons for each brand. During the promotion period, Zigzag will also hold a luxury raffle with prizes including a Chanel Classic Card Holder and a Hermès Mini Pop H Pendant.
Zigzag primarily targets women in their teens through 30s. According to the company, it has expanded its product range beyond its fashion selection to include beauty and lifestyle. Kakao Style was launched in 2021 through the merger of Croquis.com and Kakao Commerce's style business division. Alongside Zigzag, it operates 'Posty,' a platform for shoppers in their 40s, 50s and older.
"This beauty festa was planned so that customers can enjoy beauty trends in diverse ways by combining generous online benefits with an offline moving pop-up," a Kakao Style representative said. "Through this event, we will showcase Zigzag's distinctive value: whenever you visit, you can quickly find new beauty products and bestsellers at reasonable prices."
