Case Study: Beauty eCommerce platform VANITY TABLE expands during the COVID-19 pandemic


The global coronavirus pandemic has brought upon unprecedented challenges to businesses across various industries around the world. In the beauty segment, sales from brick-and-mortar stores that were once the backbone of the industry have declined significantly. There have been a number of global beauty companies that have downsized, sold their businesses, or even withdrew from a market.

In the meantime, VANITY TABLE, a global beauty platform managed by Daily & Co. in South Korea, opened in 2020 to capture opportunities created by the “stay-at-home economy”. Since its launch, the company has been witnessing steady growth. 

Vanity Table “First & Finest, For You

Beauty products

VANITY TABLE delivers high-quality beauty products from brands that are unique, trendy, and best fits customers’ needs. The company places customers first, providing not only products but real value to users. 

Matching eCommerce beauty sales with the demand for home use during the pandemic

In June 2020, Daily & Co. partnered with a number of brands that provide popular, high-quality Korean beauty items to launch a global beauty platform, VANITY TABLE, in anticipation that the demand for online shopping would increase as consumers struggle to visit physical stores during the COVID-19 pandemic.

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The company sells a variety of beauty items online with nail products as its focus to customers of all ages in the U.S., Japan, and other markets around the world. The main audience, particularly generation X, is primarily consumers who shop online at eCommerce sites as well as active Instagram and Twitter users.

VANITY TABLE currently offers products from three beauty brands: FINGER SUIT, ohora, and YURICA. ohora's nail products are the most popular items as many people have not been able to visit a nail salon during the pandemic. It has been proven that nail stickers and nail tips are a big hit as people can enjoy salon-quality nail treatments from the comfort of their own homes.

Unique marketing approach for beauty products

The quality of products is greatly recognized by customers. This is reflected through a feature named “voices of users” on VANITY TABLE’s platform.   

In addition to the high quality of its products, VANITY TABLE also attracts new customers by letting them try out various brand products. The company gives away gifts from each brands’ product lines and distributes discount coupons to customers that have registered for their e-mail magazine. For example, all first-time customers will receive the ohora Starter Set as a welcome gift.

Vanity table products

To encourage repeat purchases, customers that have registered as members can use their earned shopping points to redeem discount coupons. VANITY TABLE offers various campaigns to members, so the more they use, the more they save. They also host set sales and promotions every season, such as gifts for the first purchase or special offers for purchases after signing up, to keep the consumers’ interest in repeat purchases.

In addition to credit cards and online banking as well as convenience store payment (for Japan), VANITY TABLE introduced PayPal as a payment method to further extend its appeal to online shoppers.

Comments from Daily & Co.’s VANITY TABLE Global

Not only are sales of nail products growing as people are not able to visit nail salons, but the number of customers using overseas eCommerce sites to make purchases is also gradually increasing. I believe that by offering a convenient payment method such as PayPal, we are able to improve the shopping experience for customers overseas, and also help build our reputation as a trusted brand.”

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