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NATURAL KOREAN BEAUTY PRODUCTS
Pure magnificence merchandise are having a second all around the world, so it’s little shock that Okay-Magnificence can be turning in the direction of nature.
However what’s prompted the change from cutesy?
STYLE STORY investigates pure Korean Magnificence merchandise.
FROM KITSCH TO CRUELTY-FREE
Should you had been accustomed to Korean Magnificence merchandise within the early 2010s, you’ll recall the infinite stream of kitsch, cutesy merchandise: Assume macaron lip balms, tomato-shaped face masks, tangerine hand lotions and infinite Disney collaborations.
Whereas they nonetheless exist, as of late you’re extra prone to discover Okay-Magnificence merchandise au naturale. That’s, with minimalist packaging, minimal components, cruelty-free certifications and so forth.
So what prompted the change?
There’s little question that Okay-Magnificence’s kitsch, distinctive packaging was one of many issues that sky-rocketed it to fame. Nowadays nevertheless the emphasis has undoubtedly shifted in the direction of a extra pure focus.
Korean Magnificence manufacturers are promising every part from ECOCERT approval to vegan certification.
Though the modifications are linked to the maturation of the Okay-Magnificence business, one of many greatest drivers of this variation is customers.
Whereas everybody loves the odd cute hand cream (or 5), it’s what’s on the within that counts.
The subsequent huge factor in magnificence
Korean Magnificence corporations have been on the chopping fringe of magnificence for a very long time, with specialists estimating Okay-Magnificence is 12 years forward of the sport in comparison with western magnificence.
A giant a part of this has to do with the responsiveness of Korean corporations to buyer’s calls for.
Most Okay-Magnificence corporations are extraordinarily lively on-line and on social media, taking time to immediately interact with customers, search suggestions and discover out what they really need.
Placing the Buyer First
Korean Magnificence label COSRX made a reputation for itself primarily based on smooth, easy merchandise. Their merchandise comprise excessive percentages of lively components which can be tailor-made for these with delicate, acne-prone pores and skin. COSRX’s direct advertising strategy contains speaking with its clients via Instagram, Fb and electronic mail.
A number of years in the past, the label launched a brand new brightening essence, “White Energy Essence“. They hoped this could determine it as a pores and skin “brightening” product (identified in Korean as a “whitening” product).
Western customers nevertheless had been fast to level out the unfavorable connotations of the time period “White Energy”. COSRX acquired the message, rapidly altering the identify to “Whitening Energy Essence”.
In the identical method, client demand for merchandise which can be skin-friendly, environmentally-friendly and animal-friendly has additionally pushed the demand for pure Korean Magnificence merchandise.
The flexibility of Okay-Magnificence corporations to rapidly create, market and distribute merchandise at aggressive costs has given them an edge over different western corporations making an attempt to do the identical.
STYLE STORY – Your Go To for Okay-Magnificence Since 2014
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