https://www.threads.com/@danity0118/post/DRGWNi6EuTn
(Additional explanation in comments)
People in their 20s and 30s also have a lot of needs in the high-priced range of department stores, but as mentioned in the text, the mid-priced range has many needs.
People in their 20s and 30s are being ignored in the mid-price range. The problem is that the brand is old and the price is high.
Also, the cosmetics market is moving in a direction where it is not possible to make money unless it is skin care.
Skincare has a very high repeat purchase rate, but makeup lines have a very low repeat purchase rate, so they tend to focus on one-off event products.
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(In Korea, only small and medium-sized brands (many of which are new companies that are only 3 to 5 years old) and OEM manufacturers are doing well overseas rather than large conglomerate brands.)