Sun Care in South Korea

PRE-COVID-19 PERFORMANCE

South Korean cultural preference for a pale complexion underpins high demand for sun care products

2019 saw continued high per capita demand for sun care products in South Korea, as consumers dislike sun exposure, and a pale complexion is valued. Per capita spending on sun care products in South Korea remained significantly higher compared with peer countries, and even higher than in countries near the equator, such as Singapore.

“Clean” products gain traction due to environmental concerns

Brands were also appealing on an environmentally-friendly positioning in 2019. The issue with sun care products containing Oxybenzone and Octinoxate causing damage to ocean ecosystem was a hot topic in the US in 2018.

Winter sun care use in South Korea stimulates product launches

In 2019, Hera continue to lead a fragmented sun care competitive environment. New brands were entering in an effort to gain share, such as Bro & Tips.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to grow by -0.2% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19.

Affected products within sun care

As COVID-19 took hold, sun care saw an immediate drop, which will be followed by normalisation. Sun care has been badly hit due to travel/holiday limitations and lockdown restrictions.

Recovery and opportunities

Over the forecast period, sun care will see the introduction of products with more specific features. For example, players are in the process of developing sun care products that can protect consumers who are exposed to blue light emitted by computer monitors and smartphones.

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