K-beauty companies are partnering with European and North American brands
Trend - In recent years, K-beauty brands have become increasingly popular in Western countries. European and North American brands have recognized the strong consumer interest in the products of these Eastern companies and are now aiming to establish co-branded partnerships that will increase their own visibility.
Insight - The contemporary Western consumer has expressed a strong interest in global brands, especially ones from the Eastern hemisphere, signifying growth in cultural influence. This stems not only from curiosity about alternative ingredients that supplement the self-care ritual but also from an interest in skincare innovation, as K-beauty brands are considered to be more advanced in some ways than North American ones. This makes room for hybridized experiences that consumers can comfortably leverage as an accessible introduction to a culturally enriched industry.
Insight - The contemporary Western consumer has expressed a strong interest in global brands, especially ones from the Eastern hemisphere, signifying growth in cultural influence. This stems not only from curiosity about alternative ingredients that supplement the self-care ritual but also from an interest in skincare innovation, as K-beauty brands are considered to be more advanced in some ways than North American ones. This makes room for hybridized experiences that consumers can comfortably leverage as an accessible introduction to a culturally enriched industry.
Workshop Question - How could your brand utilize the expansion of cultural influence?
