Bath and Shower in South Korea

PROSPECTS

Consumer lifestyles affect bath and shower

The bathing routine in South Korea is changing, favouring the growth of bath and shower. Consumers’ lifestyles are turning to focus more on personal leisure time and time away from work.

Talcum powder loses growth potential

After the ovarian cancer dispute in 2017, talcum powder failed to convince consumers it was a necessity. After the lawsuit hit the news, talcum powder continued to see declining consumer demand.

Scent continues to be one of the most important factors in bath and shower

Consumers’ fragrance preferences in bath and shower vary according to the individual, and trends also shift according to seasonal factors. Bath and shower brands thus offer various scents – floral, powder, herb and many more – in order to capture share.

COMPETITIVE LANDSCAPE

Bath and shower is led by domestic manufacturers

Domestic manufacturers continue to dominate bath and shower, with frequent product renewals and new fragrance launches. The two giant manufacturers in beauty and personal care, LG Household & Health Care and AmorePacific Corp, have a long history of competing in bath and shower.

The Lush brand posts sharp growth

The Lush brand posted remarkable growth in bath and shower during 2017. It has a unique brand positioning, and its outlet expansion across the country led it to see a strong positive performance.

Many other international brands suffer

Unlike Lush, most international brands did not see satisfactory performances in 2017. Oxy Reckitt Benckiser continued to suffer a decline in liquid soap, due to the trial after the humidifier disinfectant incident, which was blamed for hundreds of deaths in 2011.

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