Clear, hygienic, and wholesome magnificence tendencies will skyrocket
In South Korea, the disease exploded in the country in February, making it the hardest-hit country outside of China.
While the situation stabilized quickly, Christine Kim, CEO of K-GMP, believes the effects of the outbreak have had a lasting impact on the country’s beauty market.
During a webinar hosted by Chemlinked, Kim said one of the biggest changes among consumers is their perception of safety.
This has resulted in a shift in the personal care needs of South Korean consumers.
For example, she believes that the trend towards clean beauty, which has already gained momentum in the market, will accelerate.
“There is greater interest in ‘safe’ cosmetic ingredients and the demand for clean beauty is expected to increase. Companies need to reassure consumers by making their ingredient labels as transparent as possible, ”said Kim.
The clean trend will also extend to sustainability issues, which have been a concern for South Korean consumers over the past year.
Brands like Innisfree, which focus on natural and oceanic ingredients, are well positioned to capitalize on the trend as it gains even more traction.
Hygiene and health
Maintaining good hygiene habits became a priority during the COVID-19 crisis, and Kim believes these habits will stay with consumers for the long term.
This means that more emphasis is placed on product packaging with “hygienic” designs, ie on products that are not unnecessarily exposed to the environment and fingers during use.
This trend also requires more disinfectant products. Even now, Kim believes the hand sanitizer market will grow, and companies can benefit from it by developing hand sanitisers with added value.
“The sales of hand sanitisers continue to grow and it is necessary for beauty companies to develop products with additional functions such as a moisturizing effect.”
The South Korean beauty market is expected to have a huge impact on the health and wellness market.
“The need for a healthy lifestyle is expected to increase rapidly. Ingredients that can boost immunity, like vitamin C and ginseng, can be applied to beauty products to attract consumers, ”said Kim.
Additionally, the market could see even greater demand for skin care products to boost immunity as “the skin is the first line of defense against the coronavirus”.
This is likely to drive demand for microbiome-friendly products as well as derma beauty products, both of which are believed to be able to boost skin immunity.
This is also an opportunity for edible beauty products, she added.
The mask effect
When it comes to makeup products, Kim says brands can expect the beauty routine to change completely.
From February to March of this year, the Korean e-commerce platform saw an overall decline in sales of color cosmetics. Lipstick sales fell by 21%.
The new habit of wearing a mask every day will continue to affect sales of color cosmetics.
Going forward, Kim expects the most sought-after makeup category to be the eye category.
However, she noted that cosmetic companies have the opportunity to create products that reflect the new normal of mask-wearing.
Cosmetics manufacturer Kolmar Korea, for example, has developed a new technology that allows makeup to stay on the face without being smeared by face masks.
As the use of masks increases, sales of skin care products that address irritation or skin sensitivity are also expected to increase.
However, Kim cautions that consumers will get to know these products better.
“Transparency and trust will be key elements for consumers. They will dig deeper into the quality of the personal care products they buy and focus on natural and holistic products. “