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Korean Beauty Trends & Industry News: 23-09-22

A lot of cosmetic products with a woman's face and letter B at the center

MZ Generation Prioritizes 'Function' in Cosmetic Purchases: Results from Musujei Survey and Experiential Events

The male beauty brand Musujei conducted a survey on the 13th at the Fast Five Seoulsup location, targeting 100 MZ generation professionals aged 20-40 about their cosmetic buying habits and perceptions. According to the survey results, 57% of the respondents stated that 'function' is the most important factor when purchasing cosmetics, followed by reviews at 18%, price at 14%, and brand at 11%.

These results indicate that the MZ generation's consumption patterns are becoming more practical. Rather than impulsively buying luxury cosmetics, they tend to meticulously gather information through friends, portal searches, and social media. A 30-year-old male office worker, Mr. A, explained, "I scrutinize both reviews and functions; I believe the products I use represent me."

To reflect these consumer characteristics, Musujei held a large-scale offline event on the same day and received a significant response by providing experiential content. The company revealed plans to continue hosting various experiential events targeting the MZ generation. This consumer behavior and event engagement highlight the MZ generation’s focus on cost-effectiveness and personalized consumption.


2023 Seoul Beauty Week Explores the Future of the Beauty Industry through AI and Trends

Seoul Beauty Week 2023, held at the Dongdaemun Design Plaza (DDP), has garnered a lot of attention from the first day. Youngjin Lee, the executive of Amorepacific Nextbeauty, introduced 'Custommi,' a customized cosmetic product using smartphones and AI. Shin Min-young, the CEO of ICON.AI, emphasized how AI can be integrated into the beauty industry. Seogwiseng, the head of Curly products, shared strategies to attract customers in their 20s.

Seoul Mayor Oh Se-hoon stated that this event will be an important opportunity for Seoul to showcase its cutting-edge lifestyle to the world, and there are plans to host international expos in the future. The venue featured experience booths, public experience events, and even hand cream making.

The lectures will focus on innovation and trends, with participation from the L’Oréal Group, Shinsegae Food, and Kolmar Korea. There will also be a 'Business Meetup Pitching Contest' and a 'Beauty Trade Show' to connect large corporations with startups and international buyers.


Shilla Duty Free and Estée Lauder Host 'Virtual Beauty Class': Offering Exclusive Benefits and Unique Experiences

Shilla Duty Free announced that it will collaborate with Estée Lauder to host a 'Virtual Beauty Class' for VIP customers starting at 7 p.m. on the 21st. The event will mainly focus on the new product 'Advanced Night Repair Rescue Solution' and will be broadcast via Shilla's online duty-free website and 'ShillaTV' YouTube channel.

The event is structured with various contents such as skincare classes, Q&A sessions, and real-time chats. Augmented Reality (AR) and AI technologies will also be employed to enhance the immersive experience of the product trial. In collaboration with Bib Studios, a virtual studio will be provided, and the virtual human 'Shillara' will also make its debut.

This event will be simultaneously broadcast in Korean and Chinese, targeting 'Youke' customers in Chinese-speaking regions as well. Among the viewers, 1,000 will receive 5,000 Naver Pay points and additional giveaways with product purchases.

Shilla Duty Free has been leading the industry by hosting online beauty classes with renowned brands like La Prairie and Burberry Beauty even after the COVID-19 pandemic. It plans to continue leading the sector with various online and offline events. Shilla Duty Free aims to broaden its customer base and present diverse marketing strategies through this event, gaining attention for its innovative content.
Location: South Korea

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