COSRX taps on AnyMind Group to accelerate omnichannel growth in Japan

AnyMind Group, a BPaaS company for marketing, e-commerce and digital transformation, has signed an agreement with South Korean skincare brand COSRX to support its omnichannel growth in Japan through its marketing platform suite, data utilization support via its AnyAI OMO platform, and exclusive offline distribution through Sun Smile, an AnyMind Group company.

By combining AnyMind Group’s capabilities in marketing, e-commerce, data and AI with Sun Smile’s nationwide distribution and retail network, COSRX will be able to analyze data across social media, digital advertising, e-commerce and physical stores.

These insights can be applied to marketing, product distribution, retail promotions and in-store execution, creating a continuous cycle of execution, measurement and optimization across the consumer journey. This will enable COSRX to more effectively convert online awareness and engagement into purchases through both e-commerce and physical retail channels.

Following its expansion across multiple retail and distribution channels in Japan, COSRX sought to establish a more unified structure for its next phase of growth. The brand selected AnyMind Group for its technological and operational capabilities across marketing and commerce, including Sun Smile’s nationwide retail network, distribution capabilities and ability to execute consistent in-store strategies at scale.

A spokesperson from COSRX said: “To further strengthen our offline presence in Japan, we valued Sun Smile’s nationwide retail distribution network, strong in-store execution, and proven track record with international cosmetics brands. They are a partner who shares our commitment to building long-term brand value alongside sustainable growth. Furthermore, combining AnyMind Group’s expertise in digital marketing, e-commerce, and data analytics with Sun Smile’s offline distribution infrastructure allows us to expand consumer touchpoints seamlessly across online and offline channels. Through this new structure, we look forward to making COSRX products even more accessible to consumers in Japan.”

Kosuke Sogo, CEO, AnyMind Group, said: “What we’re building with COSRX in Japan demonstrates how our new gen business infrastructure can help global brands accelerate their growth across markets. By combining nationwide offline distribution and retail execution capabilities with solutions for marketing, e-commerce, data and AI, we are able to connect every stage of the consumer journey, from awareness and engagement to online and in-store purchases. This integrated infrastructure will enable COSRX to reach more consumers, make faster data-driven decisions and build sustainable long-term growth in Japan.”