Are Korean Beauty Brands Any Better?

Photo by Birgith Roosipuu on Unsplash

t’s no secret, Korean pop culture is taking over internationally! However, the high popularity of Black Pink to BTS does not deter people from extending their interests beyond the entertainment industry. Korea’s dewy and youthful look have captured the attentions of many globally. The country’s introduction of many skincare lines ensure their customers’ needs are met from its cute sheet masks packaging to exotic ingredients such as snail mucin.

In fact, the beauty industry is not stopping, continuously innovating itself to survive in such a competitive market. Not surprisingly, cosmetic stores can be seen almost around every corner of Korea, people dedicating themselves to the popular 10-step skincare methods from double cleansing to differentiating essences, lotions, serums, and boosters. For beginners, it may seem confusing but also somewhat intriguing. Despite being in a such a saturated environment, it is equally important (both businesses and customers) to equip with the right knowledge about skin health that will benefit for the long term. With a very beauty focused culture, it is no surprise that customers can be extremely knowledgeable about skincare, pressuring companies to keep innovating unique skincare products. Below are few points to consider:

Highlight Products Clearly According to Skin Type

Just because it worked for one person does not mean it worked for the other. The range of skin types includes dry, oil, combination, & hormonal skin type. It is therefore essential to differentiate the products for each of these skin types. Otherwise, customers are left feeling tricked by the the company’s marketing tactics, thereby reducing customer loyalty relationships. Transparency is key: Take Dab Herb Makeup as an example, it is very apparent that it highlights certain products’ benefits for the skin. Its translucent powder known as the Acne Petal Translucent Powder is self explanatory in that the ingredients are suitable for acne prone skin. The product also seemed very enticing to conscious customers who want to embody an all natural glowing look with nourishing substances.

Be Aware of Ingredients and Labels

With internet age, customers are much more knowledgeable about the products they are using. This is along with putting reviews online about their experience or complaints with relative ease. So when healthy ingredients are overlooked by the company, customers can feel doubtful whether the product is working for them. Furthermore, words that are beneficial for the skin can include Hyaluronic Acid, Glycerin, Benzoyl Peroxide, Vitamin C, Salicylic Acid, Vitamin E, Caffeine, and more. These are what most customers may be looking for depending on their specific needs. However, it is equally important to note on other popular terms such as ‘all-natural’ or ‘dermatologist recommended’ as these may surprisingly rub off certain customers. Sometimes, all-natural may not be a good thing because preservatives are needed to lengthen the skincare product. Besides that, what if the dermatologist has been paid by the business to support the brand? So there is some bias involved. All these details should be taken into account when creating a product with a positive brand perception.

Know the Optimal Price Positioning

This could not be stressed enough: Research, research, research! Price does not always equate to quality. Sometimes, the high prices can be caused by the company’s huge investment on their Marketing Mix (Price, Product, Promotion, and Place) which needs to be compensated. This is especially the case when the brand name is big in the industry. Furthermore, for some conscious customers, they can be very picky and do not necessarily buy into the idea of price and quality dynamics. For example, because of Korea’s expertise in the competitive beauty industry, they are constantly introducing products that are both affordable and of good quality. This is something that businesses should be seeking under certain circumstances. However , it can also be challenging because price represents so many layers from social value to brand perception to identifying whether customers are value buyers or price buyers. Therefore, knowing the optimal price through research should always be a priority.

Despite the Korean beauty brands being a global skincare industry that is thriving, other international brands can take a lot of great lessons from these businesses along with incorporating differentiation in their brands through creative and strategic ways. Besides, anything is possible!




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