Korean cosmetics take Japan by storm

By Simon Pitman

- Last updated on GMT

Korean cosmetics take Japan by storm

Related tags Japan

Last week’s Cosme Tech 2013 event in Tokyo highlighted some of the most innovative and cutting edge Korean finished products that are targeted at the all-important Japanese cosmetics market.

A significant area of the show floor was devoted to new finished product launches by companies from across the Asia Pacific region, but mostly the Japan market, where clever functionality and eye-catching packaging design are what manufacturers are looking to give customers.

However, one country made a particularly big splash at the show with a well-positioned and dominant pavilion that served to promote a host of innovation and new product launches from South Korea.

According to the show organisers, Reed Exhibitions Japan, this year’s new product offerings, a combination of innovation and luxury underlined consumer trends that are particularly prevalent in the Japan market – characteristics that prevailed in what was on offer at the Korea Pavillion.

A lot of the products have not yet been launched onto the Japan market, although are already present in the South Korea market, which has increasingly become a hot bed for new trends.

Skin care devices

Tapping into the fast-growing market for skin care devices, there were a number of new products in this category, including launches from Elishacoy and DTS MB, which are both due launch new devices on to the market.

Elishacoy of Korea was previewing a facial cleansing device that has a rotating brush which rotates 360 degree and is said to become softer each time it’s used, helping to create a rich lather that cleans pores and exfoliates dead skin cells

Meanwhile, DTS MG is about to launch microneedling rollers that have been specially designed to work alongside cosmeceutical formulations. These microneedle devices have two mechanisms, producing trans derma formulation delivery and collagen induction through a wound healing process.

Snail slime makes a splash in Japan

Snail slime has been a hot trend from some time in Western markets, but now Hongwon Costech of Korea is bringing it to the Japanese market with the launch of Callicos, a formulation that contains snail mucin, known to improve skin moisture, recovery and boost collagen levels.

Tapping into the popular naturals trend in Japan, Tong Yang Japan was previewing a soon-to-be launched skin care range called Cremolab, which is formulated from Korean hot spring water, and said to contain properties that smooth and refresh the skin.

Finally, Yayoi Corporation was platforming its new launch on the Japan market, a high concentrate serum for eyelash and eyebrows, that is said to bring about a significant increase in volume and length of eyelashes after ten weeks of use.

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