Hair Care in South Korea

PROSPECTS

Higher per capita usage supports growth in hair care

The penetration of hair care products is already high in South Korea, but rising per capita usage led the category to see a positive performance in 2017. Interest in hair care is increasing, and a growing number of consumers are now using several hair care products; under the impression that using only one product repeatedly is not good for scalp health.

Demand is different according to generation and gender

The product range is becoming more diverse to fulfil specific purposes. The main concerns regarding the hair and scalp differ between each generation and gender.

Ingredients are not currently as important in hair care

Different textures and formulae have been developed to support all types of hair conditions – dyed, straight, damaged, oily, curly and more. In 2017, products that claim to help hair loss were extremely popular.

COMPETITIVE LANDSCAPE

Domestic brands dominate hair care

Local brands such as Ryeo, Kerasys and TS have a strong influence in hair care, because they immediately adapt to consumer feedback. Domestic manufacturers better understand local consumers’ needs and offer products that incorporate consumers’ preferred formulae and claims.

A unique positioning can lead to success

International brands with a unique positioning, such as Lush, increased strongly in the review period, by emphasising their natural ingredients and ethical corporate activities. Not only is the brand popular for gifting, but young consumers also love the brand as it offers a memorable experience in its stores by demonstrating the products and sharing the story of how the products were developed.

A single brand highly influences 2-in-1 products

The strong fluctuations in the performance of 2-in-1 products during the review period were due to the launch of the ReEn brand in the category. ReEn is a masstige hair care brand which uses traditional and botanical ingredients.

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