Korean beauty brands lowering their target consumer age

By Lucy Whitehouse contact

- Last updated on GMT

Korean beauty brands lowering their target consumer age

Related tags: Brand, Estée lauder

Long-established Korean beauty brands are having to adapt their approach to court younger consumers, to avoid missing out on the huge growth potential they offer the sector.

According to industry commentators, more traditional beauty brands operating in the country - a group which includes both foreign and domestic brands – are increasingly overlooked by the younger demographic in favour of newer and more engaging k-beauty players.

Korea Bizwire recently reported​ that Lancome, Estée Lauder and Sulwhasoo are among the brands who are turning their attentions to younger shoppers, “concentrating on marketing strategies that promote a younger image​”.

Charmzone in focus

Charmzone, once a major player on the Korean domestic skin care market but since having lost its dominant position due to an ageing consumer base, is one beauty company which has recently announced its intention to position itself as a brand for all ages.

Speaking to The Korea Herald, the company's chairman Kim Kwawng-seok noted; “In the past, women in their 40s who have buying power were out main target. But we realized that we have to reach 20-somethings to make them use Charmzone products continuously.​”

In order to woo the younger target market, Charmzone will reportedly make use of more engaging packaging designs, “much simpler and brighter than previous high-end lines​”, and lower the price of new products, according to the Herald.

Enhanced appeal

Celebrity brand ambassadors, TV drama product placement, an increased digital presence and interactive high street retail offerings are among the other strategies being deployed by brands looking to court younger consumers.

Sulwhasoo, owned by AmorePacific, has centred its efforts on increased interactivity: the brand has launched a mobile site and a flagship store, both intended to “communicate with youngcustomers​”, according to Korea Bizwire.

Lancome is one brand focusing on the celebrity appeal, having recently appointed actress Han Ji-min, popular among the younger domestic demographic, to represent the brand in Korea.

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