Often seen as a trendsetter in the cosmetics sector, the Korean beauty industry has seen countless innovations in the field of personalization, from customizable makeup and skin care to beauty technology devices that offer features tailored to individual needs. has been created.
In particular, the boom in personal color analysis is largely due to celebrities like BLACKPINK member Jisoo sharing their own experiences and features on Korean variety shows, with clips with the hashtag #colouranalysis gaining countless TikTok views. Reached 1 billion times.
There has also been a reported surge in international visitors incorporating personal color analysis consultations into their itineraries, which can cost up to $300 per session.
Another example of the personalization trend booming in South Korea is Laneige’s Bespoke NEO service, which allows consumers to customize cushions and foundations that exactly match their skin tone.
At the Myeongdong location, Laneige staff use digital tools to provide one-on-one color diagnostics to measure and determine the best shade for each customer. Customers are also asked for information such as their age and skin concerns.
With up to 150 shades available, customers can test and adjust color compositions and tones to find their “perfect match” before finalizing their purchase, then use Amorepacific’s patented Manufacturing robots manufacture products on the spot.
For further customization, customers can print their name on a label that is affixed to the bottom of the package. Due to the popularity of this service, visitors are advised to book in advance.
While the trend is on the rise right now, Lauren Lee, founder of K-beauty consulting firm STYLE STORY and cosmetics brand Jelly Ko, believes that personalization is not a viable option for brands without the financial backing of a parent company like Amorepacific. I have doubts as to whether this is a viable long-term strategy.
“For brands looking to offer personalization to their customers, there are many barriers to entry. Laneige’s bespoke service only serves a limited number of customers per day, with bookings allocated months in advance. I’m having trouble not being able to do it.
“The need for physical stores and staff” [with relevant skillset], large marketing budgets, and investments in personalization technology and booking software are the biggest hurdles for the majority of brands. ” she explained.
However, Koh believes this type of service will continue to be rolled out by big brands as it is an effective marketing tool and a great way to encourage interaction between consumers and brands on social media. There is.
“From another perspective, this is one way to provide a unique in-store experience that attracts consumers, and is something that many brands are currently focusing on. This is a popular trend in Korean flagship stores. Yes, and I think it will probably continue.”
Follow trends with caution
Korean”crispyAccording to Lee, “culture” (doing everything fast) means local consumers are always looking for the next big thing.
“Koreans get bored easily. They don’t want to use the same product they had two years ago. [after some time]may have been updated with new key ingredients or packaging because that’s what locals are asking for.
“In other countries, people get very upset when their favorite ‘holy grail’ products are changed or discontinued. This is why the trends in Korea and abroad are so different.”
To keep up with the personalization trend, Lee said a “more realistic option” for brands is to incorporate artificial intelligence (AI) technology to create personalized products rather than in-store setups. I thought it might be.
“For example, at Jelly Ko, we are working with an AI-based startup that has developed technology that allows customers to analyze their skin online. We then use that personalized analysis to create personalized products that are right for you. I highly recommend it. We hope to feature it on our website sometime this year.”