BEAUTY REPORT: RISE OF ASIAN BEAUTY
J- and K-Beauty building global fan base
Asia’s leading beauty brands are eyeing new markets and facing uncharted territory as pop culture influences, shrewd marketing and a successful formula for innovation and quality drives consumer buy-in. Claire Malcolm reports.
Above: Skincare posted near double-digit growth for DFS Group last year.
B
B creams, cleansing powders, sheet masks, snail slime gel and emulsions and essences
of every kind; Korean and Japanese beauty products are fast becoming global bathroom shelf staples. The rise in popularity of K-Beauty
owes much to its reputation for innovation, but also to a culture where skin care is a priority. Sylvie Mong de Verchère,
APAC General Manager at French botanical skincare and makeup company Chantecaille, partly credits the rise of Korean beauty brands to savvy product placement in Korean popular soap operas broadcast around the world, plus the rise in the K-Pop celebrity phenomenon. “Beauty perfection is also
rooted in Korean culture where the emphasis is on taking care of yourself
“Beauty perfection is rooted in Korean culture. This has always been very important for Korean women, and from there it has spilled over into other markets and secured other female Asian consumers.”
Sylvie Mong de Verchère, APAC General Manager, Chantecaille
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first, which shows that you are able to take care of others,” she says. “This has always been very
important for Korean women and from there it has spilled over into other markets and secured other female Asian consumers.” Korean beauty brands merited
a mention in Gebr. Heinemann’s 2017 P&C analysis contained within its global report, with the travel retailer highlighting K-Beauty as a ‘powerful trend’. As well as cultural influences,
the report highlighted the fact that Korean women use a noticeably large amount of skincare products compared to other nationalities. In fact, Korea was already ahead of
the game a decade or more ago, with the success of BB and CC creams the original catalyst for the sector. “Homegrown brands started to
become trendy and in using local celebrities to endorse skincare and makeup products, it grew from there,” says Mong de Verchère. “Korean brands have access to a
wealth of new technology in terms of formulas and packaging, both for mass brands and luxury brands such as Sulwhasoo and AmorePacific, so
Hamburg-headquartered Gebr. Heinemann is increasing K-Beauty appeal among its European customer base.
JUNE 2018
I think the K-Beauty boom has the potential to grow exponentially.”
China leads buy-in For DFS Group, skincare continues to be the fastest-growing segment in the global beauty industry with sales increasing at nearly double the growth rate in 2017, according to Christophe Marque, DFS Group Senior Vice President Beauty and Fragrances. Marque highlights the Chinese
traveller and millennials in particular as a key target audience for Korean, Japanese and other region-originated
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