Mass Beauty and Personal Care in South Korea

PRE-COVID-19 PERFORMANCE

Clean and conscious beauty trends gain traction, parallel imports influence performance

Mass brands were developing in extreme diversity in 2019. This was led by millennial and generation Z consumers.

Vely Vely brand suffers as expansion into packaged food hits problems

Celebrity brands continued to pour into the market in 2019, but there are risks. Vely Vely is a BPC brand popular in skin care and colour cosmetics.

Category sees brands withdraw, including Mary Kay

With high levels of competition, many brands withdrew from the category towards the end of the review period. Mary Kay, a direct selling brand popular for giving pink Mercedes-Benz vehicles to top sellers, closed in 2019.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care in South Korea are now expected to see an improved performance in 2019 constant value terms in 2020 overall in light of the impact of COVID-19, compared with the performance forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within mass beauty and personal care

The positive health trend is having a positive impact on mass hand care products. This is due to consumers increasing the frequency with which they wash their hands as a direct result of COVID-19, greater awareness of cleanliness and personal hygiene issues, and the practises required to counter the spread of the disease.

Recovery and opportunities

As the economy and thus spending power gradually recover from the impact of COVID-19, there may be an opportunity for players in the mass category to hold on to those consumers who have traded down during the crisis. Special offers and product bundling may appeal to those who particularly seek value for money.

Files are delivered directly into your account within a few minutes of purchase.