The Dynamic Korean Wave

1. BUYING PATTERNS AND SHIFTING TRENDS

there is a growing trend towards so-called “masstige” IN SKINCARE SEGMENT.

‘Get it beauty’ TV program became one of the most influential forces in Korea’s 7-trillion-won cosmetics market.

HOME SHOPPING CHANNEL AND BEAUTY SPECIALIST RETAILERS ARE BECOMING INCREASINGLY IMPORTANT FOR COSMETIC BRANDS.

the direct selling channelwill be more effective FOR super premium products

2. Domestic Cosmetic brands Growth

domestic cosmetic brands tend to quickly introduce new products with similar functionality or ingredients at a much lower price.

Myung-dong is one of the most famous fashion streets, which contains over 100 DOMESTIC beauty specialist retailers.

3. THE RISE OF K-POP WAVE

Korean cosmetics have become so popular outside of Korea.

MISSHAVS.ESTee LAUDER

200,0

00

BOTTLESIN 2 MONTHS

Top 7 BEAUTY BRANDS IN KOREA

Sulwhasoo 1 ETUDE HOUSE

INNISFREE MISSHA3

ETUDE HOUSE The Face Shop4

The Face ShopNature

Republic5

ESTEE LAUDER CHNAEL6

Tony Moly

source: LOTTE DEPARTMENT STORE

INNISFREE7

Tony Moly2

Chinese JAPANESE

MISSHA

MISSHA

RANK

MISSHA PROFIT

2004

50

100

150

200

250

300

Million

2006 2008 2010 2012

Satisfying quality

competitive pricing

Aggressive introduction of Prosumer

CelebrityAd campaign

MISSHA'S Success strategy

The Dynamic Korean Wave