An uptrend for C-beauty?

K-beauty – Korean beauty – is considered innovative, fashionable and on point in trends. This becomes relevant for colour cosmetics but also for male consumers in China in their 20s and 30s, who most associate Korea with male grooming products because of their image as trend setters and other ‘soft culture’ icons. 

Chinese marketers can often use viral marketing techniques or instant transformations to promote product efficacy. Korean marketing focuses on image, but it’s not overly differentiated, especially as Chinese beauty brands are highly influenced by regional Asian trends.