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Posted : 2013-06-16 13:58
Updated : 2013-06-16 13:58

Asia and Europe embrace K-beauty

Spanish models pose during a Skin79 promotional campaign at its Madrid branch on April 18. / Courtesy of Skin 79

By Park Jin-hai


Local cosmetic companies have expanded their reach from Asia to Europe.

Following the lead of Nature Republic, a number of Korean cosmetics brands, including Coreana Cosmetics, Gowoonsesang and Skin79 recently opened local shops in both continents.

Nature Republic opened a shop in Yangon, Myanmar, on May 29, its 12th overseas store and first in the Southeast Asian nation. It markets its products by focusing on a brand that emphasizes natural ingredients.

Following this, it plans to open four more shops in major commercial districts in the nation by July.

Coreana Cosmetics' Zeniswell has ventured into Hong Kong. The organic cosmetics brand opened its first overseas shop there in the Wing On department store on May 30.

"We hope our products will win over Hong Kong customers' hearts as they have shown an immense interest in natural and organic cosmetics," said a managing director.

"Based on the local trend and market analysis, customized marketing for Hong Kong people will be devised carefully."

Following Hong Kong, the brand plans to open stores in China, Singapore and other Southeast Asian countries.

Gowoonsesang's Dr. G, a medical skin care line, also plans to make inroads into China. In advance to its official launch scheduled within the year, it took part in a beauty fair held in Shanghai.

"Our cosmeceutical product that combines cosmetics and pharmaceuticals has been in the spotlight among China's cosmetics industry watchers," said a manger at the company.

Dr. G will utilize marketing by dermatologists who have developed special care cosmetics.

Some cosmetics companies have advanced into the European market. Skin79, which has earned global fame with BB (blemish balm) products, added another branch in Madrid, Spain, in April.

"Spain has served as a gateway for the European market," said a sales manager.

Since opening its first overseas branch in Taiwan in 2008, it has expanded its market to 20 countries including Spain and Rumania. On the opening day of the Spanish branch, the company conducted a large-scale promotional campaign with Argentina singer-songwriter Lorelei Tarn.


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