1. AMONGST CONSUMERS FROM CHINA, HONG KONG, SINGAPORE AND TAIWAN
UNDERSTANDING THE PERCEPTION AND SUCCESS
OF KOREAN BEAUTY BRANDS
NIELSEN RESEARCH 2015 - INTRODUCTION

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KOREAN BEAUTY BRANDS ARE EXPANDING AMONGST
ASIAN CONSUMERS
China’s cosmetic and skincare market is growing continuously, with expected
2-digit growth in the coming years. Korean beauty brands showed their
success in grabbing part of this expanding market from established brands.
(Advertising Age.com)
According to a Korean government survey, the items tourists want to purchase
the most while visiting are Korean beauty products. Korean beauty products
ranked number one amongst the wish list items of tourists. There was an overall
high level of interest in Korean cosmetics from affordable brand shop products to
high-priced department store brands. (http://travel.cnn.com/korean-cosmetics-
shopping-guide)
According to Korea Customs Service Report in December 2013, cosmetics
exports have increased significantly: skincare exports showed explosive growth
of 1,500 percent over the past 15 years (1998~2012), accounting for 61 percent of
commodity exports, exemplifying the popularity and quality of Korean skincare
products.(koreatimes.co.kr)

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To understand the perception and identify the strengths of Korean Beauty brands
in comparison with established western brands, amongst Female beauty
consumers from Mainland China, Hong Kong, Taiwan & Singapore. Our survey will
explore the following dimensions:
OBJECTIVES COVERED IN THE RESEARCH
 Korean beauty consumer’s lifestyle
and hobbies : To understand the
impact of the K-pop culture on
Asian Consumers
 Overview on Korean and
International Beauty Brands
perception : Brand Awareness,
favorite brands , brands
recommendation, perception of
beauty products from different
countries
 Focus on Skincare and Make Up
 Usage and purchase frequency
 Reasons to buy, product benefits
 Shopping experience : purchase
preparation and channels
 Beauty basket composition,
budget and future shopping
Korean
Beauty
Perception
and
Awareness
Beauty
Routine and
Purchase
Journey

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AREAS OF INVESTIGATIONS : EXPLORING CULTURAL IMPACT
 Do they watch Korean
Drama?
 Who are the Korean
celebrities that they know?
 Where do they see Korean
brands for the first time?
 Did they check on social
media? Did they share info
with Korean product lovers
on digital platforms?
 What about their last
trip(s)to Korea?...

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AREAS OF INVESTIGATIONS : KOREAN BEAUTY PURCHASE DRIVERS
 What is there perception of
Korean beauty products?
Are they seen as more
efficient, more adapted to
Asian consumers’ skin in
comparison with
established international
brands?
 What is the level of
awareness vs. international
leaders?
 Are Korean beauty brands
buyers loyal?

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Online interviews amongst 1,900 Women aged 18-55 :
20 minutes Online interviews amongst Women from Hong Kong,
Taiwan, Singapore and from four segmented geographic regions
North-East-South-West in Mainland China who:
Have purchased Korean Beauty products for their personal
use in the past 6 months
Quota on Chinese Respondents who have bought
Korean beauty products in Korea over the past 6
months
RESEARCH DESIGN AND TARGET RESPONDENTS

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Age Average - Monthly Household Income (RMB)
20%
21%
19%
18%
12%
10%
(45+)
(35-39)
(18-24)
Avg. Monthly Household Income: RMB 14,247
(25-29)
SAMPLE DEFINITION : BASIC DEMOGRAPHICS
KOREAN BEAUTY BUYERS-USERS PROFILES
(30-34)
(40-44)
% of Respondents
Gender & Countries of Residence
100% Women
From China
N=1003
From HK
N=304
From Singapore
N=302
From Taiwan
N=305
Avg. Monthly Household Income: HKD 40,327
Avg. Monthly Household Income: TWD 93,480
Avg. Monthly Household Income: SGD 8,895

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WHAT WILL YOU LEARN ABOUT KOREAN BEAUTY BRANDS
BUYERS-USERS ?
To understand the perception and identify the strengths of Korean Beauty
brands in comparison with established western brands, amongst Female
beauty consumers from Mainland China, Hong Kong, Taiwan & Singapore,
our survey will explore the following questions:
2
What is their perception of Beauty Products from Korea in comparison
with other international beauty products?
1
What is the impact of the Korean Culture ? Do they watch Korean dramas?
How do they describe their interest for the K-Pop Culture?
4
Where do they shop for Korean beauty products? How much do they
spend ?
3 Why do they buy Korean beauty brands? What is driving their purchase?
5
Did they prepare their purchase? What are the main sources of
information they consult before shopping for beauty products?
6
What are the strengths and weaknesses of Korean beauty brands vs.
established brands ?

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KOREAN BEAUTY SURVEY REPORT : KEY OUTPUTS

10. AGENCY CONTACTS:
MARIE DUPRE
MANAGER, CONSUMER INSIGHTS
MARIE.DUPRE@NIELSEN.COM
(852) 2856 4579
Thank You!