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Beauty Digest

In the quest for beauty perfection, Korean consumers have turned to inner personal care in a bid to boost outer aesthetic benefits. While the connection to inner and outer beauty is well established in many parts of Asia, what’s emergent in Korea is a focus on digestion to obtain more effective weight loss.

Young Hearts Run Free

The term ‘shao nu xin’ or ‘the heart of a teen girl’ is essentially used in reference to items that appeal to the innate feminine tendencies of an adolescent female. The phrase is often used in China when people try to explain why a cute pink beauty brand might sell to a woman who may project an image of being edgy, strong, independent and empowered. This juxtaposition comes from a deep-seated cultural phenomenon that stems from the prejudice that all women have a dormant girly side remnant from their younger days.

Handmade with Heart

Independent Korean fragrance brands are forging a path as consumers seek products, formats and brands that feature handmade or ‘su-je’ elements with unique scents.

Korea’s ‘pali pali’ culture or hurried and fast paced lifestyles often means that goods and services need to be efficient and ideal for people who often appear permanently on the go. Whether its grabbing beauty products from the numerous and often repetitive stores found in subway stations to apply on the way to work or purchasing an Americano coffee from one of the hundreds of stores often packed together in shopping and business districts, many aspects of city life feel relentless.