The makeup brand’s parent company, Nanda Co, was acquired by L’Oréal in May 2018 and has actively worked on entering new markets.
This year, 3CE expanded its regional presence with the launch of official stores on Shopee across five markets, namely Singapore, Malaysia, Indonesia, Thailand, and Vietnam.
The brand recently introduced an AI-powered personal colour diagnostic tool on the e-commerce platform, claiming to be the first Korean makeup brand to so do.
Designed to redefine personalised beauty experiences for consumers in South East Asia (SEA), the tool allows users to discover their personal colour in 30 seconds, and receive recommendations on makeup looks and products.
“The 3CE personal colour diagnosis tool on Shopee makes finding one’s ideal shades incredibly easy. All it needs is a clear photo of the face, taken in good natural light.
“This AI-powered tool is trained with a neural network to find the right parts of the face and read their colours from a photo. These colour measurements are then mapped to a personal colour diagnosis using the expert framework that 3CE co‑developed with a Korean personal colour specialist,” Karan Kansal, 3CE General Manager for South Asia Pacific, Middle East & North Africa, told CosmeticsDesign-Asia.
Exclusively available in the five Shopee SEA markets, this innovation underscores 3CE’s commitment to bringing Korea’s biggest trends to consumers abroad and making personalised beauty accessible to a wide audience.
At the same time, the brand has partnered with Shopee on various online-to-offline (O+O) activations, such as the recent Cashmere Hug Lipstick campaign.
“This initiative smartly fused online and offline retail — Shopee Live broadcasted 3CE pop-up’s immersive atmosphere to online audiences, while on-site visitors enjoyed sensorial product experiences, and could purchase effortlessly via Shopee and opt for convenient pickup at our pop-up, ensuring a seamless O+O journey.
“Our consumers are young, digitally savvy, and keen to use the latest technology like the AI-powered personal colour diagnosis tool as well as on engaging interactive experiences. These functionalities allow them to explore the latest makeup trends from Seoul and confidently select their perfect shade,” said Kansal.
Similar best-sellers
In SEA, 3CE’s top-selling products include Blur Water Tint, Face Blush, and Cashmere Hug Lipstick.
“These best-sellers are equally adored by consumers in South Korea, reflecting 3CE’s cross-cultural appeal. The reason behind this shared love across regions is attributed to 3CE’s consistent introduction of delicate and hottest colour cosmetics trends from Seoul.”
Following its expansion in the region, the brand has diversified its portfolio by introducing a wider array of shades.
“It is a deliberate effort to cater to the unique and varied preferences of a more diverse consumer base. To further enrich the consumer experience in SEA, the personal colour analysis tool empowers individuals to discover shades that complement their skin tone while aligning with the latest K-beauty trends,” Kansal reiterated.