'Trendy' South Korean cosmetics catch on with Chinese shoppers
Shoppers, many of them K-drama fans, prize the products for their innovation and affordability
China's high-end cosmetics market has long been dominated by European and Japanese firms. But South Korean beauty brands have gained popularity in recent years, drawing an increasing number of Chinese users with their innovative products and value for money.
More than 60 per cent of mainland users of Korean cosmetic products learned about the brands only within the past two years, according to a study by global consulting firm Nielsen.
And about 40 per cent of them said they planned to buy more of the goods in the next six months.
"Chinese consumers have become smarter and more sophisticated," said Nielsen China vice-president Zhuang Jia. "They are no longer chasing blindly after the big brands, but are now paying more attention to which meet their specific needs."
More than 1,000 of those surveyed described Korean brands as "innovative", "trendy" and having "good value for money".
Compared with European and Japanese brands, Korean ones were popular for combining quality and affordable prices, the study said.