With sales estimated to 4,3 billion euros in 2005, South Korea is the 3rd Asian market concerning cosmetics. This market is caracterised by a very consumer clientele (approximatively 230 euros per customer in 2006), and a clientele not devotee to one mark in particular. Successful products in South Korea are essentially facial skincare products, make up, manucure, pedicure (nails products) but also men products strongly progressing.
I like this actress Kim Tae Hee.
http://image.blog.livedoor.jp/koreanstyle/imgs/e/8/e8da79a0.jpg
Korea has for a long time being described as the "Eldorado" for imported cosmetic products. It is true that korean people are fond of famous occidental marks. However, they become more and more difficult to satisfy : a simple "Made in France" is not enough anymore to sell in Korea.
Now you have to take local style and liking in consideration, exploit different kind of advertisement to promote your cosmetics and offer better quality products.
Especially when local manufacturers resist to occidental suppliers even in luxurious brand.The local production represents 2/3 of the actual market and it is not rare observing in Corner Shops of big supermarket, korean products themselves.
Korean Legislation can seem restrictive concerning the input of imported products on the korean Market. Solar products, whitening products and Anti age products have stricter conditions and legislation being considered as more "penetrating" in the skin (filters, anti age actives).
source : http://www.missioneco.org/Coree/documents_new.asp?V=7_PDF_123302 and translated by me
A wonderful actress and model too : Song Hye Kyo.
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