Tapping into MZ Generation: Korean Cosmetics' New Trend

Skincare products with Pocketmon characters

Catering to the MZ Generation in Korean Cosmetics

In the dynamic landscape of Korean cosmetics, the MZ Generation (also known as Generation MZ) is shaping the industry's culture and trends. Many brands, large and small, invest in strategies specifically targeting this influential group.

Utilizing Nostalgia and Popular Characters

Major players like AmorePacific and LG have identified the potential of the MZ Generation. They're creating brand marketing strategies that resonate with this audience by utilizing popular and nostalgic characters. For instance, LG partnered with the universally beloved Pokémon to launch new product lines such as Euthymol, Veilment, and Dr. Groot.

Leveraging Social Media Influencers

In the era of the MZ Generation, social media platforms have become essential for communication and marketing. Brands collaborate with popular influencers to reach a larger audience. A standout example is the brand Brontips, which successfully partnered with TikTok influencer Khaby Lime.

Creating Immersive Experiences

Brands are moving beyond traditional pop-up stores and delving into experiential marketing. They create immersive experiences for customers, like AmorePacific's Primera, which designed a beach game in a cooling zone for the summer season and established photo zones and rest spaces for customers.

The Impact of Live Commerce

The retail industry's attention is also increasingly focused on live commerce. It's become a game-changer, with platforms like CJ Olive Young witnessing a 3.5 times increase in viewership and a sixfold increase in orders compared to 2020. Real-time sales, where consumers and influencers can interact, appear to significantly boost sales growth.

Citation

AmorePacific - A More Beautiful World (apgroup.com)
CJ Olive Young (cj.net)
LG Healthy & Beautiful (lghnh.com)

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