A new study conducted by Korea’s Hanyang University showed a direct correlation between increased consumption of Korean beauty products and the popularity of the Hallyu Wave.
The study was led by Professor Lee Young Jae and published in the scholarly journal Korean Journal of Human Ecology.
The main feature of the study was a survey distributed to 810 foreign shoppers, mainly females, in their 20s, 30s, and 40s.
The results showed that despite the extensive advertising efforts by cosmetics companies, only 3 percent of shoppers learned about Korean products through print advertisements and mass media (e.g.
Another 6 percent had stumbled upon the products by chance encounter while sightseeing.
Meanwhile, a predominant majority, about 66%, of those surveyed revealed that they became interested in Korean products because of Korean pop and dramas.
The most popular brands with foreigners were Laneige, Innisfree, The Face Shop and Nature Republic.
Laneige was recently promoted by We Got Married actor Song Jae Rim, Girls’ Generation’s Yoona is one of the faces of Innisfree , miss A’s Suzy has had an endorsement contract with The Face Shop since 2013 , and EXO have presented various Nature Republic products in the past year.
Despite the advancement of Korean cosmetics brands, especially in the Chinese market, the study advises companies to concentrate on “cultural marketing” related to the Hallyu Wave and conduct further studies with consumers.
Although Korean brands are highly regarded for their effective, cost-efficient products and creative packaging, the researchers state that it is important to reinvent their appeal and create sophisticated campaigns in order to stay competitive.
— About the Author: Elsa is the founder, head writer, and editor of KPopBreak.com.
She’s a coffee addict, K-pop enthusiast, fashion lover and one of the few remaining members of the Church of Kristianity.