In offline retail a key advantage of a brand is a direct contact with a consumer, which allows transferring brand values and service experience. By analyzing the behavior of successful brands, we can identify five must-do actions affecting loyalty and brand growth in a shopping mall:

•    Activities in social networks;
•    Creation of new products and expansion of popular assortment;
•    Updating of design and TT format;
•    PR support and Media Relation with target media;
•    Event marketing.

This 5-level approach is demonstrated by Korean cosmetics store which has been opened in the new concept of Beauty Market Isei in Prospekt shopping mall. Total over 60 brands lead by Missha, Beyond, Lacvert, A'Pieu are represented by Isei. 
Prospekt shopping mall is an excellent platform for the development of Korean cosmetics in Ukraine. While analyzing feedback of our customers in social networks, we learnt that they want to have more brands, more cosmetics and more new products.
That’s why we have reshaped our offline presence and are testing the reaction of our buyers. For the moment we have not only created a new format of a beauty shop, but also strengthened the representation of niche products in the category of decorative cosmetics, giving up from household chemistry, though it may be ordered through the catalog,” Lilianna Kovtunets, head of the chain of the stores said.
To mark the launch of the new concept in Prospekt shopping mall a press event took place where editors-in-chief of mainstream glossy editions got acquainted with the products and wished Beauty Market Isei new achievements, successes and beauty in new images. At the meeting with media top-10 of new and actual products were presented - a face tonic for a hot season, a face emulsion, a soothing peeling, a fatigue-reducing stick under eyes, an essence for face pores contraction, a skin type adjusting SS cream, moisturizing disks, light tone ouchon, eyebrows tint and universal peeling.