Cosmetics And Toiletries in South Korea
Euromonitor International's Cosmetics And Toiletries in South Korea market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 151 | Publication date: Jun 2009
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- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Premium products lead growth due to herbal skin care
Cosmetics and toiletries continued to post above average value growth in 2008. With popularity of the well being trend, consumers are keen in staying young and healthy. Looking younger was eagerly pursued by manufacturers and in response to consumer demands in 2008. In addition to regular premium products, traditional herbal skin care with functions of smoothening and preventing wrinkles, whitening and sun protection are selling well despite the high prices. Sales of traditional herbal shampoo are also growing. Department stores reported a double-digit sales increase until the third quarter of 2008. In addition to the strong desire of Korean consumers to delay and halt the ageing process, a jump in inbound tourists in the wake of weakening Korean Won also contributed to sales growth of premium products.
Distribution restructuring continues
AmorePacific Corp, the flagship cosmetics and toiletries manufacturer in South Korea, restructured its distribution by replacing its multi brand specialist shops with single brand shops. This means that the company’s franchised brand shops are not allowed to sell brands other than AmorePacific’s. Since the number of brand specialist shops is closely tied to sales performance of manufacturers, the competition to widen distribution reach through franchised brand specialist shops is actively pursued. The shift to exclusive sales network for AmorePacific brands signals further competition among manufacturers in the distribution of masstige and mass products. It is possible that other manufacturers follow the step of AmorePacific in an effort to strengthen their distribution reach.
Active usage of experiential marketing
Experiential marketing in which consumers are given a free sample and subsequently provide feedback on the tested product is widely used as a way of attracting consumer attention and establishing word of mouth marketing without incurring much expenditure. As national consumption plunged to negative in 2008, manufacturers and online retailers began to adorn experiential marketing with increased free sample giveaways. By registering with a company website, consumers are able to get free samples. Beauty product testers recruited by online shopping malls can select different natural cosmetics and toiletries for trial use and provide a comparative feedback. Giving free gifts with large purchases is also commonplace.
Parallel imports are pending
Foreign cosmetics and toiletries is mainly imported through subsidiaries of manufacturers or suppliers with exclusive import rights. However, the new legislation which permits parallel imports took effect on January 1, 2009 allowing individuals or corporations to also import cosmetics and toiletries. The high prices of imported cosmetics and toiletries have been a source of speculation in South Korea, and parallel imports are aimed at pushing down prices of these imported cosmetics and toiletries through increased competition. Many parties, even local cosmetics and toiletries manufacturers, see the legislation as a new business opportunity. Although their enthusiasm is dampened by the high exchange rate of Korean Won against foreign currencies, the launch of parallel imports may trigger great changes in the industry as it will affect retail selling price of imported products.
Positive value growth expected
The tendency of favouring the best possible cosmetics and toiletries products to look young and good will persist regardless of economic climate. Consumers will not easily trade their attachment to premium and masstige brands for mass products, particularly in skin care. However, the number of consumers who cannot afford the more expensive cosmetics and toiletries will increase and it will lead to a sales decline in premium cosmetics and toiletries in early part of the forecast period. This will allow local manufacturers to be in a better position to capture consumers who trade down from premium as they have initiated the premiumisation of masstige and mass products with natural ingredients. Despite bleak economic forecast in the beginning, positive value growth will be sustained over the forecast period.
Table of contents
COSMETICS AND TOILETRIES IN SOUTH KOREA : MARKET INSIGHT
EXECUTIVE SUMMARY
Premium products lead growth due to herbal skin care
Distribution restructuring continues
Active usage of experiential marketing
Parallel imports are pending
Positive value growth expected
KEY TRENDS AND DEVELOPMENTS
Premium products drive growth of cosmetics and toiletries
Distribution restructure continues
Polarisation accelerates as the economy plunges
Experiential marketing the way to go
Supplier diversification pending in South Korea
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 12 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SOUTH KOREA
AEKYUNG INDUSTRIAL CO LTD - COSMETICS AND TOILETRIES - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Aekyung Industrial Co Ltd: Key Facts
Summary 3 Aekyung Industrial Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Aekyung Industrial Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Aekyung Industrial Co Ltd: Competitive Position 2008
AMOREPACIFIC CORP - COSMETICS AND TOILETRIES - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 AmorePacific Corp: Key Facts
Summary 7 AmorePacific Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 AmorePacific Corp: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 AmorePacific Corp: Competitive Position 2008
COREANA COSMETICS CO LTD - COSMETICS AND TOILETRIES - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Coreana Cosmetics Co Ltd: Key Facts
Summary 11 Coreana Cosmetics Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Coreana Cosmetics Co Ltd: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 13 Coreana Cosmetics Co Ltd: Competitive Position 2008
LG HOUSEHOLD & HEALTH CARE LTD - COSMETICS AND TOILETRIES - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 LG Household & Health Care Ltd: Key Facts
Summary 15 LG Household & Health Care Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 LG Household & Health Care Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 17 LG Household & Health Care Ltd: Competitive Position 2008
THE FACESHOP CO LTD - COSMETICS AND TOILETRIES - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 18 The Faceshop Co Ltd: Key Facts
Summary 19 The Faceshop Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 20 The Faceshop Co Ltd: Competitive Position 2008
BABY CARE IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 14 Sales of Baby Care by Subsector: Value 2003-2008
Table 15 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 16 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 17 Baby Care Company Shares by Retail Value 2004-2008
Table 18 Baby Care Brand Shares by Retail Value 2005-2008
Table 19 Baby Care Premium Brand Shares 2005-2008
Table 20 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 21 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 22 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 23 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 24 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 26 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 27 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 28 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 29 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 30 Bath and Shower Products Premium Brand Shares 2005-2008
Table 31 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 32 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 33 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Deodorants by Subsector: Value 2003-2008
Table 35 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 36 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 37 Deodorants Company Shares by Retail Value 2004-2008
Table 38 Deodorants Brand Shares by Retail Value 2005-2008
Table 39 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 40 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 41 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Hair Care by Subsector: Value 2003-2008
Table 43 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 44 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 45 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 46 Hair Care Company Shares by Retail Value 2004-2008
Table 47 Hair Care Brand Shares by Retail Value 2005-2008
Table 48 Styling Agents Brand Shares by Retail Value 2005-2008
Table 49 Colourants Brand Shares by Retail Value 2005-2008
Table 50 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 51 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 52 Hair Care Premium Brand Shares 2005-2008
Table 53 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 54 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 55 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 57 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 58 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 59 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 60 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 61 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 62 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 63 Lip Products Brand Shares by Retail Value 2005-2008
Table 64 Nail Products Brand Shares by Retail Value 2005-2008
Table 65 Colour Cosmetics Premium Brand Shares 2005-2008
Table 66 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 67 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 68 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Electric Shavers by Volume 2004-2008
Table 70 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 71 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 72 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 73 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 74 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 75 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 76 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 77 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 78 Sales of Manual Toothbrushes by Type: % Value Analysis 2004-2008
Table 79 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 80 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 81 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 82 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 83 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 84 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 85 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 86 Toothpaste Brand Shares by Retail Value 2005-2008
Table 87 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 88 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 89 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 90 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 91 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 92 Sales of Fragrances by Subsector: Value 2003-2008
Table 93 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 94 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 95 Fragrances Company Shares by Retail Value 2004-2008
Table 96 Fragrances Brand Shares by Retail Value 2005-2008
Table 97 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 98 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 99 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 100 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 101 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 102 Sales of Skin Care by Subsector: Value 2003-2008
Table 103 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 104 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 105 Skin Care Company Shares by Retail Value 2004-2008
Table 106 Skin Care Brand Shares by Retail Value 2005-2008
Table 107 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 108 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 109 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 110 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 111 Skin Care Premium Brand Shares 2005-2008
Table 112 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 113 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 114 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 115 Sales of Depilatories by Subsector: Value 2003-2008
Table 116 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 117 Depilatories Company Shares by Retail Value 2004-2008
Table 118 Depilatories Brand Shares by Retail Value 2005-2008
Table 119 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 120 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 121 Sales of Sun Protection by Factor: % Value Analysis 2004-2008
Table 122 Sales of Sun Protection by Formulation : % Value Analysis 2004-2008
Table 123 Sales of Sun Care by Subsector: Value 2003-2008
Table 124 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 125 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 126 Sun Care Company Shares by Retail Value 2004-2008
Table 127 Sun Care Brand Shares by Retail Value 2005-2008
Table 128 Sun Care Premium Brand Shares 2005-2008
Table 129 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 130 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 131 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013