A Home shopping big win brand –‘Luna ‘

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Summary
Luna records sold out in Home shopping during 55 minutes. And it continued a series of three sales and the total sales are about 400억. It is amazing records and it just during 16 months. Life cycle of Home shopping is shorter than other market, especially it is hard to continue over one year because cosmetic market is constantly changed. But Luna succeeds.
There are some factors which lead to succeed. The first is the creature of the Blue-ocean. It manages from project to production. The second is the 1st make-up artist ‘Jo sung-Ah’. It stresses that it is a professional cosmetic brand. Main concept of season 1 was ‘young-face’, season 2 was ‘small-face’ and season 3 is ‘Bonny Make-up.’ All that three concepts reflects trend.
Luna maintains brand power, one of the most popular Home shopping cosmetic brands, among opinion leaders who lead trend. And other competitors are entering Home shopping competitions.

Opinion
Luna is one of my favorite cosmetic brands. When I saw the ads first, there were many stars that were using Luna and it appeal to me. It was flesh because it’s unfamiliar that MA brand at that time. MA brand means that Made by makeup artist brand. There are many MA brands but its start is Luna in Korea. It’s popularity is great not only on-line but also off-line.
I think that there are some advantages. It has know-how, which make up artists have been experienced, and it gives customer belief. It improves the disadvantages and enables customers to be attractive face make-up because anyone can follow the make-up know-how easily. The other factor is the price competitiveness. Actually, I’m using Luna for 1 month. Its cost is low, but its quality is high. And reasonable cost appeals to me and it is enough to draw other consumers’ mind.
I think it is successful business depends on satisfied customer and that’s why successful marketing. Its targets are women who have job and economic power to purchase and they are willing to invest for themselves. The bigger gold-miss increases, the more market which targets them are expands. Quality is the most important factor in cosmetic market, and Luna has both price competitiveness and quality. The other successful factor of Luna is ability to catch the trend. In recently, the main concept of the third season is ‘Bonny make-up. Bonny means that lovely, plump and healthy. It’s my favorite concept of 3 main concepts. And just power of ‘first MA brand’ is strong advantage actually.
As a customer of Luna, I suggest that it should research consumer’s tastes constantly and listen to complains about construct of package, some inferior goods to maintain opinion leaders’ support and strengthen brand power.

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