What Global changed

• Removed the "Rising Brand Week" 4-day event banner and links from the trend section and navigation menu.
• Expanded the "Hair Care Benefit" navigation to include specific links for "Hydrating" and "Scalp Treatment."
• Updated the hair category links to ensure "Heat Protection" is properly categorized.

The removal of a time-sensitive sales event suggests a shift in marketing focus. They are also refining their navigation to help shoppers find specific hair solutions like hydration and scalp treatments more easily.

• Replaced the "lilyeve x GOOD LUCK TROLLS" hair event with a "NEW IN – Hydration Balm Hair Mask" promotion.
• Updated "Rising Brand Week" from a 7-day event to a 4-day event.
• Changed the theme of "Rising Brand Week" from "Oat Latte Glow" to a new emoji-themed banner.
• Added "Heat Protection" as a visible category link in the hair care section.

The store is shifting its marketing focus from a specific brand collaboration to a new product category. They are also shortening their "Rising Brand Week" promotion, which may signal a change in their sales cycle or inventory strategy.

• Added a new collaboration: 2aN × Strawberry Troll collection.
• Replaced the Etude "My Pink Moment" promotion with the JUNG SAEM MOOL Masterclass Collection.
• Updated "Rising Brand Week" theme from a 4-day event to a 7-day "Oat Latte Glow" event.
• Swapped featured brand banners: Numbuzin (blemish care) replaced Chasing Rabbit, and Fromrier (barrier-free cosmetics) replaced Goodal.
• Updated the Hair category promotion to feature lilyeve x Good Luck Trolls.
• Changed the Skincare spotlight to "Refresh. Rehydrate. Make it Mist."

The site has refreshed its entire promotional rotation, shifting focus from Sanrio and Etude to new limited-edition collaborations and brand spotlights. This indicates a new seasonal marketing cycle focused on "Oat Latte" aesthetics and character-driven makeup collections.