• DALLAS 

The Army & Air Force Exchange Service (AAFES) is bringing one of beauty’s fastest-growing trends to military shoppers with the launch of K-beauty products at select PXs and BXs worldwide.

Nearly 65 stores will have an assortment of globally recognized Korean beauty brands and trending skincare products, including COSRX, Dr. Melaxin and Sungboon Editor.

Shoppers can shop online and in-store. A list of participating stores can be found on the Exchange’s Beauty Hub. (https://publicaffairs-sme.com/Community/beauty-bar/)

“Military shoppers asked for K-beauty, and the Exchange listened,” said Marissa Carpenter, Exchange senior vice president (SVP), Merchandising. “This launch gives all authorized shoppers access to innovative, high-performing beauty products at the value they expect from the Exchange.”

GAINING MOMENTUM

K-beauty has gained momentum with shoppers seeking science-backed skincare, gentle formulas, hydration-focused routines and the smooth “glass skin” finish popularized through social media influencers.

Products include moisturizers, cleansers, serums, ampoules, essences and lip glosses.

With the Exchange’s military-exclusive pricing strategy of 15 percent-below MSRP for prestige cosmetics, shoppers can explore trending beauty products while receiving exceptional value and tax-free savings.

New K-beauty brands are expected to be added during the next six months, and curated small door assortments will be coming to additional stores in late September.

“Success means customers coming back to discover something new and build beauty routines that work for them,” Carpenter said. “K-beauty offers affordable luxury and gives shoppers an exciting reason to return to the Exchange for the latest beauty trends.”

Source: AAFES, via DVIDS

Edited by Larry Lapka