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Korean Beauty Trends & Industry News: 23-08-30

Pabby Cos poster with a dog and pig surrounded by cosmetics.

L'Oreal Korea Invites Applications for Second Batch of 'L'Oreal Friends' Program Targeting Beauty and Cosmetology Students

L'Oreal Korea is recruiting participants for its 'L'Oreal Friends 2nd Batch' program aimed at students enrolled in beauty and cosmetology specialized high schools in the metropolitan area. Students specializing in hair and makeup who have active social media accounts and a fondness for the L'Oreal brand can apply until September 15th.

A total of 30 students will be selected to begin activities starting from October 5th. The program offers various initiatives including beauty training, employment opportunities, beauty creator challenges, and talent donation. The results will be announced on September 20th and can be checked through various competition websites.


TikTok Bans External Shopping Links to Boost Its Own 'TikTok Shop'

TikTok is planning to ban links to external shopping platforms like Amazon to promote its own shopping platform, 'TikTok Shop.' The platform allows users to make direct purchases from videos and creator profiles. Bytedance aims to grow the platform to the level of its Chinese social media counterpart, Douyin, by 2028.

The company plans to offer commission exemptions on Amazon products to boost membership. It is also ending its partnership with Shopify and strategizing to minimize losses in the U.S. market. Plans to diversify and expand internationally are also in the pipeline, with added support for creators and new features.


Greenwashing: Deceptive 'Eco-Friendly' Marketing Misleads Consumers and Harms the Environment

Greenwashing refers to the act of falsely or exaggeratedly advertising products or services as eco-friendly. Recently, luxury brand Chanel, domestic brand Starbucks, and global cosmetic company Unilever have been embroiled in this issue.

In the U.S., over 3,000 lawsuits related to greenwashing have been filed, with 1,467 cases recorded. Regulations and guidelines for environmental labels and advertisements are also being strengthened. According to a survey by Greenpeace, 4 out of 10 major corporate Instagram accounts have posted greenwashing content.

Greenwashing not only misleads consumers but also poses a serious problem for the environment. Organizations like COP27 are issuing guidelines related to greenwashing, and the U.S. SEC plans to scrutinize the issue more closely.

The situation highlights the need for consumers to make informed choices and for stricter regulations. Transparency in corporate eco-friendly activities is crucial, and consumers must be vigilant against greenwashing.
Location: South Korea

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