Korea and L’Oréal
Why They’re a Perfect Match
L’Oréal is the world’s largest cosmetic company and Korea is one of its 10 “strategically important markets,” according to the president and executive director of L’Oréal Korea. Having gone through somewhat difficult economic times, Korea “is not yet a mature market,” and industry insiders project that sales of beauty products in Korea will continue to grow in the coming years. Here are five interesting and surprising facts about this country’s beauty product consumers that you might not know:
1. Koreans are exceptionally interested in skin care
Korean woman’s extraordinary focus on skin care is quite impressive. A striking fifty percent of all L’Oréal sales in Korea come from skin care products, and 15 percent more are from makeup. Korean women tend to have the longest beauty routine in the world, incorporating makeup remover, cleansing oils, foams, boosters, toner, essence, serum, ampules, lotion, cream and sun block. On a day when she wants to look especially good, the Korean woman may use more than 15 skin care products, whereas Western women are likelier to settle on three or four.
2. Koreans have a “glocalized” reputation for superb customer service “All the other countries are very different from Korea. There is a true sense of quality of service in Korea,” says the president and executive director of L’Oréal Korea. Many of Hong Kong’s retail managers are Korean because of their special talent for customer service. L’Oréal helps Koreans put their natural talents to use by hiring full-time permanent sales representative in Korean department stores. The company feels that by committing itself to new employees in this way, there is an opportunity for mutual benefit: the employees receive job security and benefits, while L’Oréal has its products presented by sales people who are “storytellers and brand ambassadors.”
3. Men in Korea are enthusiastic about skin care
In Korea, women aren't the only consumers of skin care products; in fact, men in Korea use more skin care products than men in any other country.
4. BB Cream — German Invention, Korean Phenomenon
With its unique interest in skin care, Korea has exported one important local phenomenon. BB cream, a three-in-one foundation product that provides whitening, anti-wrinkle and sunblock functions, was first popularized in Korea around the year 2000. L’Oréal’s brand Maybelline New York reformulated this cream specifically for Korean users, but also launched the product in the American and European markets. BB creams have now become best-sellers throughout the western world, and L’Oréal’s “Dream Fresh Glow BB Cream” is the leading BB Cream in Europe.
5. Korean consumers are uniquely knowledgeable
Before L’Oréal launches any of its products globally, it brings them to its test center in Korea. This test center, one of only 17 nationwide, is set up so that ordinary Korean consumers can try new cosmetic products in a mirrored room and talk about them. The mirrors are actually one-way windows, allowing marketing experts to observe and videotape the consumers’ responses. Another result of Korean beauty-product expertise is that 20 locally hired sales reps for L’Oréal Korea have been promoted to world-wide positions with the company.
With 90% of Korean women stating that beautiful skin is important for getting good jobs and moving forward in both the career and marital realms, it’s clear that the country’s interest in L’Oréal beauty products will continue to grow.
