French consumers top European poll of demand for Korean beauty

By Michelle Yeomans contact

- Last updated on GMT

French consumers top European poll of demand for Korean beauty

Related tags: Europe

As demand for multi-functional cosmetics continues to sit at the top of French consumers’ beauty priority list, Korea’s innovations have been scooping up the majority of the market share.

Korean cosmetics imports in France in 2015 amounted to €17.41 million – making up 35 per cent of all K-beauty imports across the European Union.

BB creams, sheet masks and cushion compacts featuring cutting-edge ingredients in quirky packages have been gaining favour in France in recent years even though Paris is the home of advanced beauty development.

Cosmetics store chain giants like Sephora have been snapping up Korean beauty ranges with the likes of Tony Moly opening outlets in 825 of its stores in 14 European countries in May alone.

Taking over

In fact, business is so good in France that these Asia Pacific headquartered players are setting up shop in the capital and teaming up with the likes of Dior.

The leading Korean cosmetics maker, AmorePacific and the French fashion house expanded their partnership last year in a move that will allow Dior to develop its own branded cushion products. 

“This agreement holds great significance in that our ‘cushion’ technology is appreciated by one of the world’s most respected luxury brand companies and a powerhouse in the global beauty industry,”​ Shim Sang-bae, president of AmorePacific told the press at the time.

Two-way enthusiasm

While French consumers evidently have a strong appetite for K-beauty, the feeling appears to be mutual.

The continued success of AmorePacific’s popular brands Laneige (French for ‘the snow’) and Etude (‘study’), indicates Korean consumers have an enduring passion for all things French, and Eisenberg Paris, Decleor, L’Occitane and L’Oreal have all successfully expanded their businesses in South Korea.

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