What (US) Women Want from Korean Brands

Much like J-Beauty and cosmetics from Europe, Australia and Brazil, Korean beauty players have made a significant impact on consumer buying habits in the US thanks, in large part, to their techie expertise. However, if K-Beauty brands are to realize their full potential in the US, cosmetic concepts must stretch beyond face masks—those ubiquitous products that initially put these players on the radar of American consumers.

That’s according to Denise Herich, co-founder and managing partner at The Benchmarking Company, a market intelligence provider for the beauty and personal care industries. She informed Happi that the US female beauty buyer is willing to spend time to achieve a perfected complexion so Korean brands must “Take her beyond masks!”

While US consumers are already aware of K-Beauty products, they’d like to see an expanded offering of skin care technology. Nearly a year ago, in June 2019, The Benchmarking Company conducted an online survey of nearly 6000 female beauty product buyers in the US, through which it discovered that around half currently use or have previously used K-Beauty products.

Comfortable with K-Beauty

On asking US shoppers what they associated with K-Beauty; the first word that came to mind was “anti-aging,” followed by “multi-benefit,” “trendy,” “affordable,”, “multi-step,” “beautiful,” “glowing” and “clean,” recalled Herich.

Of those surveyed, 54% reported that they had purchased K-Beauty products online from Amazon, 43% online and in store from Sephora, 39% from Ulta and Ulta.com, 27% from dedicated online K-Beauty stores, 27% direct from K-Beauty brand websites, and 26% via subscription services.

What are they buying? According to Herich, the most recognized brands include Dr. Jart+, Skinfood, Laneige, TonyMoly, AmorePacific, Peach & Lily and Glow Recipe, with US shoppers most familiar with the Korean skin care product category.

“Not surprisingly, US consumers are willing to use skin care products, which are the products that put K-Beauty on the radar, and a category which right now consumers look to most for solutions and products,” she reported.

These products include sheet masks (47% of respondents), regular facial masks (27%) and brightening treatments (25%), as well as facial moisturizers, mists/essences and serums.

Herich added that interest in Korean color cosmetics in the US looks to be on the rise, with 44% of K-Beauty users indicating they also use makeup products to some degree.

Clear, Glowing Complexions

Other K-Beauty products in which consumers expressed an interest include devices (71% of respondents), neck/décolleté creams (71%), and sleeping masks (72%). Perhaps because so many consumers associate K-Beauty with the clear, glowing complexion of Korean women, treatments to keep the skin radiant and smooth also scored high, such as brightening and pore treatments (71%).

Unsurprisingly, the demographic groups that have engaged most with K-Beauty products in the US up until now have been Millennials and Gen-Xers (consumers born  between 1965-1980). According to Herich, these consumer groups are looking for products that solve their unique skin problems (94% of respondents), and that are suitable for their specific skin type (91%)—in other words, both generations want customizable options.

“Eighty-eight percent of these consumers are most influenced by positive product reviews and consumer claims, and 94% use K-Beauty products along with other non-K-Beauty products,” said Herich.

Investments Are Key

According to Herich, investment in technology and natural organics will provide a steadier footing going forward The market trend expert added that in most cases, it was a free sample that first hooked these consumers on K-Beauty products. Given the growth in demand in the US for skin care and cosmetics products from Europe, Australia, Africa, and Brazil to name just a few, how can South Korean beauty brands ensure their products stand out in the crowd?

K-Beauty brands have an enormous opportunity to garner greater interest from beauty buyers in the US—first by educating consumers by informing what sets their brands apart from the others and why K-Beauty is superior to products they are already using, according to Herich. Secondly, she says that the female beauty buyer is already eager to try new products, so investment in innovation, particularly packaging, is the way forward. When asked about their specific expectations, US consumers say they expect K-Beauty products to be highly innovative (46% of respondents), as well as formulated with the latest technology (37%) and made with natural/organic ingredients (34%).

“She also expects K-Beauty brands to be fun to use, customizable to specific skin needs and or concerns, and developed with a holistic approach to healthy skin,” explained Herich.

Furthermore, Herich said that speaking to the beauty buyer in a language that excites her—namely consumer claims are key to making the purchasing decision.

“Ninety-seven percent of respondents in The Benchmarking Company survey said consumer feedback was key in their decision to buy K-Beauty products,” she reported.

Finally, it goes without saying that investing in a savvy online presence will be considerable leverage with target consumers in the US, who have a love for social media.

“Not surprisingly, No. 1 on the list of ‘first place you ever heard of K-Beauty’ is YouTube, with 20% of K-Beauty users saying this is how they were first introduced to Korean brands,” Herich revealed. A further 12% discovered K-Beauty via blog/vlog, 10% on Facebook, and 8% on Instagram.

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Michelle Yeomans
Freelance Journalist
Email: Michelle.yeomans@gmail.com

Michelle Yeomans is an award winning multimedia journalist. She has been reporting on cosmetics industry movements in EMEA, US and Asia for five years and has won an award for her coverage of the complexities of operating in the Middle East. Michelle’s passion lies in tracking the beauty culture and trends of the Asia Pacific region. Ever the AV enthusiast, she also relishes the opportunity to create engaging video and podcast content for the B2B industry.