Recently, advertisements boasting a pretty and slim body are representing trends in the consumer goods market such as food and clothing. A series of products are being released ahead of the summer season, which is reviving consumers’ expectations for their beautiful body shape.Then what about cosmetics? If many consumer goods markets are focused on women’s bodies, cosmetics are attracting attention by focusing on their faces while they shine.CC cream and cushion products, which are gaining popularity by challenging BB cream’s stronghold early this year, as well as moisturizing cream, which is emerging as the main products of the four seasons, are focused on emphasizing skin while it is clean.As a result, not only idol stars who boast clean skin but also models who still have shining skin despite being sold out appear in the recent on-air TV commercials, and copies reminiscent of skin are becoming popular.Just by looking at advertisements for major brands of AmorePacific and LG Household & Health Care, which are leading cosmetics trends in Korea, one can see the recent cosmetics trends.
AmorePacific’s Hera emphasized skin expression through the mouth of model Shim Min-ah in a UV mist cushion TV CF, and Laneige, who has recently been gaining stock in overseas markets, put up a copy that emphasizes bright skin in a TV CF starring model Song Hye-kyo.In addition, IOPE will recruit Ko So-young, who is still beautiful even though she is sold out, as a model and let you listen. It is attracting consumers who want young skin with a copy of “I look young,” and Han Yul also used Jeon Ji-hyun, who became a sold-out woman, as a model in a recently released TV commercial, “It doesn’t matter how many moles and wrinkles I have on my face.” He showed off his beautiful charm with a copy of ‘Because everything is pretty if your skin is clear.’
The same goes for LG Household & Health Care’s leading brands. In addition, Lee Young-ae, a model whose skin shines every day even though she is a sold-out woman, advertised lively skin protection in the Hoopup Circulation Essence CF, and Izzanox emphasized her skin during the time with a copy of “Skin Age Half-Aged” in the new CC Cream CF introduced by X2D2.It is attracting consumers by showing clean and shiny skin through a copy of “Erase Age Color and Erase Age Texture” using the oriental cosmetics brand Yeohado Moon Chae-won as a model.
The recent commercial trend of famous overseas cosmetics brands is not much different from that of leading domestic companies.
SK-II has already continued to carry out commercials emphasizing young skin through Kim Hee-ae and Lim Soo-jung, and recently began airing commercials emphasizing that Estee Lauder, who used Korean model Jeong Ryeo-won, has flawless skin even at a close distance.
In addition, Lancome, the representative brand of L’Oreal Group, also emphasized young skin with a copy of revealing the secret of young skin in the recently aired Zenifique TV CF, and Biotem also hosted a moisturizing cream TV CF with a copy of “You can shine only with moisture” through Gong Hyo-jin.
In this regard, an industry official said, “The recent trend in the cosmetics industry is young skin such as shiny skin and clean skin,” and explained, “This trend can be immediately confirmed by watching TV commercials of cosmetics companies that are being aired recently.”
Meanwhile, in addition to emphasizing skin during TV commercials of cosmetics companies, the number of cases that emphasize so-called “good corporate activities” that directly promote discount events or increase the value of brands, not products, is increasing.
Most brand shops, including Missha and The Face Shop, are conducting discount TV commercials and print advertisements during a specific period, and Innisfree is a nature-friendly brand through Jeju Island, and The Body Shop and Beyond are simply selling products, such as signing against animal experiments.
In the midst of this, there is a brand called “Skin Watchers” that insists on basic base without emphasizing functionality with carefully selected raw materials (Tea Tree), snails and other ingredients for 10 years.
If cosmetics are fighting a functional war, Eveland provides more ultra-high-quality raw materials than other brands. Therefore, consumers who use cognitive Eveland say that it is easy to accept. Perhaps it relieves and maintains troubled skin and does not emphasize special long-lung fruit efficacy. At the same time, they do not invest in marketing and packaging with the least manufacturing margin. It was published and introduced in European Elle magazine, and has been steadily exported to Eastern Europe, the Middle East, Japan, and Australia. Now, “Skin Watchers” is the easiest and most powerful brand in the L.A. Times Asia Journal. We hope to be supplied to overseas partners in earnest and welcome them as partners at any time.
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▲ CEO : EUN-JUN SONG
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▲ejsong@latimeskorea.com
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KS CHOI
ASIA JOURNAL
