Korea wins … the world’s cosmetic philosophy is changing

Over the past ten years, the fads of beauty and cosmetic products coming from South Korea have begun to spread tremendously, after their presence was limited to some stores targeting the Asian expatriate communities in the world, to quickly turn into a trade worth about $ 10.2 billion worldwide, according to the Allied Foundation.For American research, and for South Korea to have the greatest impact on the beauty industry internationally.

This effect was not limited to the type of products and brands we use on a daily basis, but reached our view of beauty as a practice, as skin care became the biggest concern for consumers and consumers, after the face and its imperfections with heavy cosmetics have been the norm for decades.

The focus on the type of active ingredient and the degree of its concentration within the product also became one of the common questions when purchasing. After cosmetic companies described the product as helping to unify the skin color, they started to name the active ingredient on the product itself, remember that it contains for example Niacinamide.

The biggest difference between the Western and Korean schools is the focus on fresh skin and the natural makeup look in the latter, as new trends have appeared in the world of beauty, such as “glass skin”, which means very pure or flawless skin.

All of the above reflects Korean society’s philosophy of beauty, a culture that glorifies the purity of the skin and focuses on the quality of the product’s natural ingredients.

The main difference is that in Korean culture, the experience of skin care and makeup is primarily a sensory experience related to self-care and positive self-love, so many men and women do not hesitate to spend a lot of time on their daily grooming routine.

The craze for Korean beauty products actually took shape after what Chinese media called Hallyu in the 1990s, and that term can literally be translated to “Korean Wave”, the growing popularity of South Korea’s entertainment industry.

But most of all, Korean brands have drawn their nuclear power from their domestic market, where the constant and huge demand for effective cosmetic products stems from the culture of the Korean people who apply strict aesthetic standards to both sexes, which has led to intense competition. among Korean companies for their share of The market, which has contributed to creating a unique atmosphere suitable for developing the ability to innovate and encourage spending on practical research to measure the effectiveness of the product.

The main difference is that in Korean culture, the experience of skin care and makeup is primarily a sensory experience related to self-care and positive self-love, so many men and women do not hesitate to spend a lot of time on their daily grooming routine.

When the Korean cosmetic products and idea were introduced to the world market, the atmosphere was perfect to receive a new, natural and healthy view of beauty, and competition in the local market was an intense and long training for real competition in the global market.

It is noteworthy that artificial intelligence has joined as a new tool of competition, with its ability to analyze big data and augmented reality has played a major role in the latest developments in the Korean beauty industry, like the rest of the Korean market products. This includes a list of products needed for each customer personally, which is difficult to compete in the West.

The innovations of the Korean market predict that augmented reality has become an important component of promotion in future sales, especially in the post-pandemic period. Instead of actually applying makeup, many online Korean makeup stores now offer AR mirrors. Where customers can virtually test makeup after having their faces scanned.

Therefore, it is not surprising that South Korea, after France, the United States and Germany, is ranked as the fourth largest export market in the cosmetics industry, with revenue rising from $ 7.5 billion in 2020 to $ 14, with customers such excellent attention is given as individuals. billion Americans today.

All of this also affects the Arab countries, where the Middle East is still one of the strongest consuming markets for beauty products, skin care and perfumes worldwide, and this market is expected to grow to almost $ 40 million in the next three years.

Korean cosmetics exports to the Middle East reached $ 7.8 million in 2022, up $ 7 million more since 2019, according to Korean trade authorities. Although the region is still a small market compared to China, the United States and Japan, it is growing rapidly and is attracting the attention of the Korean government, which is allocating a large budget to market its culture and products, especially in the Gulf countries. . It’s easy to see this interest in the Instagram platform where Golf content creators are trumpeting their paid visits to South Korea.

Many online Korean makeup stores now offer augmented reality or IR mirrors where customers can virtually test makeup after having their faces scanned.

The growth in Korean exports naturally leads to the intensification of competition between him and the United States. The monitoring of this economic competition between countries in its comic form on social media is shown by the decline in the influence of the beauty community on YouTube, which is affiliated with the American company Google, which was previously one of the biggest forces in the promotion of American beauty was. products, as their influence waned after years of being in full control of Views to fall to second place, while the rapid growth of views of the beauty community drove the latest Chinese platform Tik Tok to take the lead, the percentage views.

The presence of the internet beauty community and its influencers mainly on YouTube and Instagram for more than a decade, and the great creators on these platforms turned into rich celebrities when they helped the beauty industry become a multi-billion dollar business through marketing content to produce under the umbrella of beauty techniques education, which content is represented in 10-20 minute videos, often with a long introduction initially that had nothing to do with the core of the matter.

YouTubers are mostly from the 90’s generation or a little older, these people knew the long intros and seemed to tolerate the fake nature of the content, but this genre lost its appeal after a while, especially for the new generation

This generation is characterized by a short attention span of eight seconds or less, so short Tap Tok videos, which directly access valuable information, are becoming increasingly popular among them.

The demands of the younger generation of the new generation who view the world – and their place in it – are almost at odds with the older generation. They care about transparency and demand it from influencers. This trend also occurs in their preference for skin care products over beauty products, as they do not want to cover impurities but rather treat their causes, especially after many of them have lived a period of distance education during the pandemic, as complex or exaggerated make- up has become a remnant of the distant past that does not It has an interest or a market.

Here, Korean beauty philosophy plays a major role in attracting the attention of this generation, and above all, because of the context of what we are talking about the competition between the United States and South Korea, Korean companies have taken advantage of this. tendency to dominate the space of the Tik Tok platform, where the biggest influencers on the platform influence the products price Korean and recommendation, for example the 6.4 million followed skin care influencer Hiramiarbo enthusiastically recommends Korean products and recommends that South Korea at at least ten years ahead of the United States in its skin care technology.

As a result of the above, many Western brands have been greatly influenced by the tyranny of Korean beauty trends, so we can conclude that the influence of Korean beauty products will also dominate Middle Eastern beauty products in the future, offering a different perspective on skin care. and an alternative approach to beauty of the western one.

But the worrying question is: Can the next fad sweeping the world out of Korea and the way we view beauty affect Korean plastic surgery?

In addition to skin care, South Korea is also the plastic surgery capital of the world, with the highest rates of plastic surgery per capita in the world. There are some statistics that indicate that the actual number may be much higher. Can the same global phenomenon that has changed the face of beauty products also change the way our faces look?

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