The study finds various factors that contribute to the rising demand for Korean beauty products in India. It highlights the target audience, their preferences, and their intention to purchase the products. It further suggests marketing efforts to be carried by companies targeting the Indian segment.

1. Dhanashree Jinde
Marketing Specialization
Roll No:- P 14

2. Introduction
•The ever-changing definition of
beauty
•The rising demand for skin care
segment
•Impact of social media influencers
on consumers
•The E-commerce wave in India
The Korean Wave in India
• South Korea country’ image
•Affordable pricing, innovative formulas, and products
to suit every skin type
•The availability of Korean dramas on online streaming
platforms

3. Research Objectives

4. Literature Review
Paper Title Authors Year of
Publish
Brief
Korean Beauty in a
Global Cultural Context
Eunju Ko , Eunha
Chu and Seulgi Lee
12th
December
2012
1. In-first-then outtalks
2. Find and stick to the Korean-ess
3. Importance of presentation and direct
experience
Innisfree’s Brand Image
Through Jeju Island
Campaigns
Kezia Tansilia
Melvioni, Setefanus
Suprajitno
May 29,
2020
1. It recognizes the non verbal and verbal
expressions
2. Peirce’s triadic modes of sign and the
process of signification
Cultural preferences in
international trade:
Evidence from the
globalization of Korean
pop culture
globalization of Korean
pop culture
Pao-Li Chang†Iona
Hyojung Lee
December
27, 2017
1. Analyzed South Korean television
shows to 150 countries
2. The exposure to Korean pop culture
was used to recognize changes in
consumer preferences
3. Cultural choices and their effect can
bring importance in economic
exchanges

5. Paper Title Authors Year of
Publish
Brief
Impacts of health and
environmental consciousness
on young female consumers’
attitude towards and purchase
of natural beauty products
Soyoung Kim and
Yoo-Kyoung Seock
2009 1. Explored the shopping behavior
pattern
2. Shopping behavior were influenced by
their health and environmental
consciousness
The Effect of Korean Beauty
Product Characteristics on
Brand Loyalty and Customer
Repurchase Intention in
Indonesia
Anita
SHALEHAH, Ivana
Lidia Oktavia
TRISNO, Massoud
MOSLEHPOUR,
Pei-Kuan LIN
December
9, 2019
1. Brand loyalty of Indonesian consumers
towards the Korean beauty brands
2. Product quality, brand name, product
design and promotion were the key
factors
Investigating the effects of
cosmeceuticals product
advertising in beauty-care
decision making
Juan Meng , Po-
Lin Pan
August
2012
1. Studied the trust of young female
consumers on cosmeceutical products
2. Appeal of Perceived information

6. Secondary Research
(Industry Facts & Trends )
The Era of Anti-Ageing
Products
•40 are the new 30s, 30s is the new
20s and so on …here enters the
wave of Anti-ageing.
•Use of high anti-oxidants in daily
food consumption
•Use of exotic ingredients in
cosmetics
Seaweed used in Korean
Cuisine
Sea Salt

7. Skin-Care rather than an Make-Up

8. Research Methodology
Research
Methodology
Descriptive Research
Sample Size
102 samples were
collected via online
questionnaires
Sampling
Technique
Simple Random
Sampling
Questionnaire-based
surveys are
anonymous
Hypothesis
There is a significant
impact of Korean
wave on the rising
purchase of Korean
beauty brands

9. Data Analysis and
Interpretation
1. If there is a gender bias in using
Korean beauty product
a. Female has purchased Korean
products in the past more
b. “Maybe” option is higher in male
preferences
c. Gender plays a significant role in
choosing a beauty or more
specifically Korean beauty
products.
Total segregation gender-wise and the responses provided by them if in the
past they have used any Korean beauty product or no

10. 2. To identify if there is a co-relation
between being a fan of Korean Pop
music and brands that are being
endorsed by the Korean celebrities
a. The calculated chi-square
value is 0 less than the table
value of 0.05
b. Positive relationship between
being a Korean Pop Music fan
and the scale rating of the
brands being endorsed by a
Korean celebrity
Effect of being Korean Pop music fan on rating the importance of brand
endorsements by Korean celebrities

11. 3. To identify if there a
positive/negative relationship
between the state of being a Korean
drama fan and its effect on audience
in choosing a brand endorsed by
Korean celebrity
a. People who are a drama fan
voted the highest for celebrity
endorsements as important
b. People who are unsure if they
are fan or no still voted for
celebrity endorsements as
important
Effect of being Korean drama’s fan on rating the importance of brand
endorsements by Korean celebrities

12. 4.Analysis of the role of active
ingredient present in Korean
beauty products and its impact
in buying preference
a) “Female” voted the maximum
for rice followed by “snail
mucin”
b) Male” voted for rice and
natural remedy the maximum
c) Females are more aware of the
active ingredients than Male
Total count of audience segregated gender wise and their knowledge of
ingredients used in Korean beauty products

13. Major Findings
 The quality and function of the product are the most important factors
 The age group of “26-35”including both male and female spends the most on
the overall skin-care products
 A small fraction of the audience are considered to be loyal
 The study also point out that “The Korean Wave” is still of a lesser influence in
India

14. Recommendations & Conclusion
 To bring in Korean celebrity as brand endorsements
 Make strategies focusing on Indian men’s traits and grooming preferences
 To consider TIER 1&2 cities audience’s preferences
 Recommends using social media apps like Pinterest, Instagram , Tumblr

15. Thank-You