Here’s where K-beauty is driving Western skin care, cosmetics
LONDON — New research from Mintel, presented at in-cosmetics Global, is taking a look at the size of South Korea’s beauty market, the changes Korean beauty has brought to the global market and what trends to expect in the coming year.
Mintel notes that South Korea is among the top 10 global beauty markets, with its market size sitting at $13 billion in 2017, with facial skin care composing $6.5 billion in retail sales. It’s expected that facial skin care will grow at a 5.8% compound annual growth rate for the next five years, hitting $47.2 billion in 2020. Color cosmetics make up the second-largest segment of the Korean beauty market, and Korean shoppers spend $45 per capita on color cosmetics, compared with the $37 per capita spend in the U.S.
“The Korean beauty market remains buoyant thanks to fast-paced innovations and highly engaged consumers who don’t hesitate to adopt novel products delivering new beauty experiences,” Mintel senior beauty analyst Jane Jang said. “The success of the market has been heavily driven by the boom of facial skincare, but is also highlighted by the impressive per capita spend on color cosmetics which is more than double the global average.”
In addition to the size of the beauty market in Korea, the trends that have driven its growth have gone global, with such retailers as CVS looking to capitalize on it with and expanded K-beauty selection that includes exclusive brands and products. Mintel projects continued influence from Korea on product innovation and launches.
“Looking at facial skincare, 2017 will be the year of extreme segmentation. Products will become increasingly targeted and multi-functional, responding to the needs of knowledgeable and demanding consumers,” Jang said. “South Korean Beauty routines can consist of up to 10 steps, and a common obsession for specific claims – especially moisturizing, brightening, whitening and anti-ageing — means that most products combine multiple functions. The goal is to achieve the so-called ‘chok-chok’ skin, which is supposed to look bright, fair, plump, dewy and youthful.”
Trends in skin care will include such hybrid concoctions as exfoliating moisturizers, anti-wrinkle whitening tone-up creams and nourishing oil serums, Jang said, as well as transformative textures — powder-to-serum, oil-to-foam and water-to-cream products. Jang also notes that natural is a big factor in K-beauty, with 69% of 2016 South Korean skin care launches including herbal or botanical claims. And sheet masks are here to stay, Jang noted.
When it comes to cosmetics, Mintel predicts that the skin care trends of hybrid textures and formats will carry over, with focuses on jellies, gels, mousses and watery oils. The main category seeing growth from hybrid formats has been the lip care category. Cushion compacts from Korea also have broken into the U.S. market, with 54% of global cushion compact launches taking place in Europe and the United States from October 2015-Setpember 2016.
“Because of K-beauty’s growing popularity worldwide, Western brands are constantly looking to South Korea for their next inspiration, seeking to adapt popular South Korean beauty formats for Western consumers,” Jang said. “The popularity of South Korean beauty products is due to their high performance combined with fun packaging and sensorial cues, as well as affordable prices. By gaining the attention of bloggers, vloggers and the media, the K-beauty wave is spreading to retailers outside of Asia. While color cosmetics will be the active innovation area to cater to an increasing number of sophisticated beauty consumers.”
Braun intros Series 3 Shave and Style
NEW YORK — Procter & Gamble’s Braun grooming brand is introducing the Braun Series 3 Shave and Style, a starter kit for men looking to get into grooming. The company said the shaver was designed using insights into unmet needs by polls of 18-34-year-old men.
The Series 3 Shave and Style is a three-in-one shaver for men who want to be able to choose between a clean shave and a precise beard style with one device. It pairs up with a set of changeable beard trimmer attachments, and the three-flex head adapts to the face’s contours.
“Men often overlook how much a shaver can influence how their skin looks and feels,” Braun industrial designer Ben Wilson said. “The human face can be compared to a landscape full of curves and contours. Keeping close contact with the skin at any time during the shave is thus a challenge for any shaving system. At Braun, we strive to design shavers that ensure that their skin is the last thing a man has to worry about.”
The new shaver is a wet and dry model that can be used in the shower with a foam or gel. It is built with skin sensitivity in mind, the company said.
“No matter the facial hair style men sport, they are likely to shave and trim around sensitive areas, like the neck,” Braun grooming expert Sascha Breuer said. “To ensure the most comfortable experience, allowing men to achieve their perfect shave or style look, Braun has introduced the Series 3 Shave & Style, for ease and versatility.”
Dove dives into baby skin care with Baby Dove
ENGLEWOOD CLIFFS, N.J. — Dove is making its first new U.S. category launch since 2010 with its Baby Dove range of baby care products. With the Baby Dove launch, the brand is kicking off a campaign featuring real parents based in research about new moms that challenge the “perfect mom” stereotype, with the goal of broadening what parenting looks like today.
Among the insights is that 95% of new moms think real motherhood is different than it is portrayed in media, and only 26% think the idea of a “perfect mom” is achievable. It also found new moms with interests beyond motherhood, with 76% saying that a partner’s assistance helps them be a good mom while pursuing their interests outside the family.
“Baby Dove wants to help build parents’ confidence and encourage them to trust their way when it comes to doing what they think is best for their baby and themselves,” Dove VP skin cleansing Nick said. “This new research, combined with our deep understanding of the role dads’ play as caregiver through our Dove Men+Care work, has led to the Baby Dove belief that there’s no such thing as perfect parents, only real ones, and we are proud to support parents in the care of themselves and their babies. Since the launch of the Dove brand in 1957, we have been wholly committed to providing products to women and men that deliver superior care and mildness. It is our honor to care for babies with Baby Dove products that offer a demonstrably superior way to care for baby’s skin.”
Baby Dove has products for all skin types across two ranges — Rich Moisture and Sensitive Moisture. The Rich Moisture range is for babies with normal to dry skin and is hypoallergenic and pH neutral, with a fragrance developed for babies. The Sensitive Moisture range has been developed for babies with sensitive skin and is fragrance-free.
Baby Dove products are now available through food, drug, mass, value, baby and online retailers.