Tiếng Việt
한국어According to a Statista article published on Dec 09, 2020, Vietnam’s import of cosmetics has more than doubled from about 355 million U.S dollars in 2010 to over 790 million U.S. dollars in 2018. Vietnamese beauty trends industry include K-beauty and multi-step cleansing to address main skin care concerns such as acne, large pores and dark under eyes. On the brand maps, Korean cosmetics were accounting for 22% Vietnam market share, being the most loved brand in Vietnam (Source: B-company, 2020). Numerous Korean brands are hoping to extend their tasks to take advantage of the quickly developing Vietnamese market.
Then why do Vietnamese love Korean cosmetics so much?
1./ The influence of K-star in Vietnam.
The reputation of K-pop and Korean TV series helps the Korean cosmetics reach out easily to Vietnamese consumers through the advertising/ambassador contracts of K-stars. Vietnamese fans follow their idols on every move and more often than not will buy products marketed by their idols as a way of showing their support. This way, even if the products haven’t been imported to Vietnam yet, that brand has already been recognized.
It’s no exaggeration to say that Influencers are a major reason K-beauty products are a phenomenon.
2./ Natural beauty and flawless skin tendencies.
To Vietnamese women, to achieve the ideal skin, you need to take care of skin frequently and preferably wear light makeup. The method of 10 steps of the Korean skincare routine, which consists in cleansing and purifying the skin daily and protecting it from the sun, therefore really attracts a large number of Vietnamese consumers given the fact that it can help improve skin condition significantly.
3./ Natural ingredients along with technology and innovation.
There are many techniques of Korean cosmetics known very little by the Western such as extraction and fermentation. In addition, Korean companies are really responsive and up-to-date, they often spend less than six months on planning and launching products, making them respond to cosmetics trends faster. And with the strong interest for companies in the field of continuously finding better remedies, many more advanced products will be offered to the market.
4./ Valuable for money and easy to buy.
The final reason pushes Vietnamese consumers to try K-beauty products is that their value for money is unbeatable. Besides, the wide range of products from low-end to high-end and specific brands in different skin problems such as whitening, acne treatment,… offer customers many choices they can’t resist.
Source: Beautycare Expo