By Jane Han
Staff Reporter
Collagen C703, Original Energy 100 and Eco 36.9 Nokdu ― sound like confusing code names? Look into them and you'll find out that they are the names of newly-released female cosmetics products.
Marketers say gone are the days when women's skincare goods included common and trite words such as lifting, wrinkle care and firming, which all can understand right off the bat.
``Nowadays, companies aren't afraid to directly use the names of ingredients to label their products,'' says Kim Ji-soo, a cosmetics consultant at Shinsegae Department Store.
Collagen C703, for example, is The Face Shop's new firming cream that contains high levels of collagen C. The top ingredients in the product include its 70 percent of nano collagen and 3 percent of vitamin complex make up the number ``703'' in the name.
Another one of its products, Alpine Herb 24, includes 24 kinds of herbs, which help keep the skin looking moist for 24 hours.
LG Household and Health Care's Sum 37 contains 50 different types of organic plants and fruits raised and naturally fermented in Hokkaido, Japan for three years and seven days. The number ``37'' in the product name is derived from the amount of time put into growing the ingredients.
``The labels may be confusing at first,'' said an official of LG House & Health Care, ``but the more scientific names actually help to attract curious shoppers who want to find out what the numbers represent.''
Industry experts say that female consumers' shopping patterns and preferences have changed in that they no longer believe a product label as is.
``Using the words `age defense' in a name may have been enough before to tell consumers what the product is made for,'' said Lee Eun-joo, a cosmetics expert at Lotte Department Store, ``but now people want to know exactly which ingredients in the product help prevent aging.''
She explained that such smart shoppers push cosmetics firms to compete with one another to come up with new ingredients that make them stand out over other competitors.
jhan@koreatimes.co.kr
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