At the 4th B.I.O. N’Days, the global event dedicated to organic innovation held by Organics Cluster in Valence, France, last April 6-7, 2016, Laura Koeppler, Asian market specialist and founder of the Beauté de Porcelaine website, presented an overview of cosmetics in South Korea: consumer profiles, beauty rituals, and latest trends.
Laura Koeppler is a digital communication and webmarketing consultant and trainer. As a beauty market specialist of South Korea, a country she often travels to, since 2014, she has been developing and hosting Beauté de Porcelaine , a news website dedicated to Asian cosmetics and the K-beauty phenomenon.
South Korea, a powerful market
With a 6.6 billion euro turnover in 2013, the Land of the Morning Calm is a mature cosmetics market that can boast about lying 15 years ahead of other countries in terms of research & development. It represents the 3
rd
consumer market in Asia, after China and Thailand.
As a hotbed of innovation and global cosmetics trends, it is the first exporting country in Asia, which will represent 80% of the global turnover in 2019. Exports to France rose by 140.3% in 2015, reaching 15 million US dollars.
As it presents a huge commercial potential, there is an increased competition between cosmetics brands, which feeds a breakneck quest for novelty and innovation: more than a hundred brands are created every year.
The organic segment
The craze for organic cosmetics in South Korea is recent and still timid today. Minds are changing, but the market is less …
