in-cosmetics Asia turns spotlight on fast-paced South Korea

To be held in Bangkok, Thailand, 29 – 31 October, the event will put the South Korean industry at the centre of the stage this year, thanks to a new country focus that organisers Reed Exhibitions say is to designed to uncover technological breakthroughs as well as all the latest trends in the market.

The show floor will include a number of platforms that will specifically be promoting the South Korean cosmetics industry, including a focus on natural, functional and high tech ingredients that will include a number of offerings from the country.

Likewise, the finished products area will offer visitors a look-in on some of the most eye-catching and innovative products to be launched in the market so far this year, with a number of these expected to highlight the particularly vibrant male grooming category in the country.

South Korea increasingly represented at in-cosmetics Asia​

Part of the move to increase the profile of the South Korean industry is the fact that in recent years more and more exhibitors from the country have been represented at in-cosmetics Asia each year.

And according to Reed Exhibitions, the drive to promote the country’s industry has already had a major impact on the number of exhibitors that have pre-booked for this year’s event, with bookings said to be up significantly compared to last year.

To flag up the offerings from the country, the organisers are planning to have a South Korea Product Trail, which will serve to ‘sign-post’ some of the most important launches at the show.

On top of this, the show floor will also be dominated by the Korea IBITA pavilion, where many exhibitors from the country will be housed together, facilitating visitors to learn more about Korean suppliers in just one area.

Focus on South Korean in Market Trend forum​

The country theme will also extend to the Marketing Trends Theatre, where a series of presentations will also clue in on the South Korean cosmetics industry.

Those presentations will include Florence Bernardin, Founder, Information & Inspiration and Consultant to in-cosmetics Asia, who will be speaking at two sessions: “What’s Happening In Korea?” which looks at the trends coming out of the country, and  “What’s Next From Korea?” which looks at what we can expect from this dynamic market in the future.

“South Korea has one of the most innovative cosmetics and personal care industries in the world. At in-cosmetics Asia we always strive to be at the forefront of the industry, delivering quality insights that will help manufacturers shape business plan,”​ said Sarah Gibson, event director, in-cosmetics Asia.

“We selected South Korea because it is arguably the most dynamic cosmetic market in Asia and it’s also been very successful in exporting cosmetic brands.”​

The rise and rise of the country's cosmetics market​

In recent years significant economic growth and increasing consumer prosperity has helped to drive significant growth in the cosmetics market, leading to demand for more sophisticated products that are turning heads worldwide.

Those products have included increasingly functional and targeted skin care products, invariably created to deal with Asian skin care issues such as whitening and dark spots, together with the emergence of some of the most far-reaching and unexpected male grooming products.

Many industry analysts have turned to a raised profile for South Korean fashion and popular culture, which has been particularly platformed by the increasing popularity of K-pop, which promotes high fashion and is very aesthetics focused.

Many of the stars of the K-pop world are indeed male, and the willingness of these performers to be promote male grooming products has served to highlight male-dedicated brands and drive sales in this category.