South Korean beauty brand innisfree has partnered ride hailing company Grab's e-payment and rewards platform, GrabPay, to go beyond the stores and include skincare samples in GrabCars. Targeting the Millennials and Gen Zs in Singapore, both brands will also be exclusively providing year-long promotions and lifestyle perks for users.
In line with the partnership, 80 GrabCars will be decorated in the colours of the Jeju cherry blossoms, which is innisfree's latest skincare product. According to both brands, the youths of the current generation are keen on natural and fuss-free essentials for their lifestyle. As such, innisfree and GrabPay aim to merge beauty and convenience through various creative touch-points, such as skincare products or rewarding users for their payment and transportation needs.
Koo Ae Ran (pictured right), senior vice president of innisfree marketing division, said beyond daily beauty essentials, customers today value exclusive and unique experiences. She added that the team at innisfree aims to reshape engagement with customers via new initiatives.
"This partnership with GrabPay is a great avenue for us to create new touchpoints and reach out to a wider customer base, and we are delighted to embark on this year-long partnership in line with the launch of our new Jeju Cherry Blossom collection in Singapore,” Koo said.
Meanwhile, Gary Wong (pictured left), head of GrabPay Singapore, said as customers spend more time on the Grab app, the team is challenging themselves to provide a "more engaging and rewarding" experience both online and offline. There will also be a series of exclusive collaborations and promotions in-store at innisfree for users. "These are additional perks from our GrabRewards loyalty programme that our users already enjoy whenever they use GrabPay to make payments at innisfree outlets," he added.
Apart from ride-hailing and food options, Grab also launched hotel booking, video streaming, ticket purchasing and trip planning services on its app in April this year to serve more of Singaporeans’ everyday needs. This comes in line with Grab’s aim to be Southeast Asia’s “everyday super app” offering users a “frictionless experience” with one platform offering.
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