In Korea alone, the app is used by 500,000 people each month. Its developer, Chinese tech company Meitu, worked in partnership with Hyundai Department Store for the service’s launch. Makeup Plus started out allowing customers to try on different colors of generic products, such as orange blush or red lipstick. It later expanded the service to include real-life products and actual brands; in Korea these were mainly local brands like Missha and The Face Shop. A link to the brand’s website would appear with each product. The partnership with Hyundai Department Store has enlarged the inventory to include global beauty brands. For Hyundai’s part, the advantage is that Makeup Plus users who wish to buy products from these brands will be redirected to thehyundai.com to buy them. From a strategic point of view, the tech-smart service is an effort by thehyundai.com to find a way to differentiate itself from other online retailers, among which the main focus for competition is currently on delivery speed and prices. “Customers that use online shopping malls want fun services and products rather than making a purchase 100 to 200 won cheaper,” said Lee Hee-jun, a senior executive at Hyundai Department Store’s e-commerce department. “We plan to use thehyundai.com to create new shopping experiences that combine offline retail and IT.”