Expert reveals the power of TV in Korean beauty buying

Here, our expert Florence Bernardin, having just returned from her most recent trip to Asia reports that several TV series or dramas, mainly in Korea have created an incredible demand for specific products shown during a broadcast, mainly in the area of make-up.

This is the sixth edition in a series that looks at how best to enter Asia's markets; and one that hones in on specific consumer trends and behavioural pattern breakdowns with our experts on the ground, in the region, now.

Firstly, Bernardin stresses that the influence of TV particularly in Korea, is a force to be reckoned with and certain international brands have really benefited from it, despite not necessarily being on the market.

Forget big advertising budgets, TV stars wearing the product is creating enough demand​

Take for example ‘My Love From Another Star’, she says, a program centered on a love story between an alien from another planet and a famous TV actress.

"It created such high demand for YSL Lipstick Rouge Pur Couture color 52 Rosy Coral that is there was a shortage in countless grey market listings, and is now going for double the retail price on sites such as eBay,"​ she informs this publication.

Along with high viewership ratings in South Korea, Florence says the series also proved to be successful in China, where it became the most expensive Korean drama as of February 2014.

"Chinese celebrities also followed and actively posted about this series on Weibo, boosting its popularity​," she adds.

Florence then points to other TV dramas like “I Miss You”, which seen the lead actress create a furore over her choice of lipstick, generating a vast search for the product online to obtain the same result by beauty bloggers.

When the actress revealed during an interview that she has been using Shu Uemura Lipstick, an Asian product shortage ensued, she says.

Another example from China last year is also very representative of how TV can be a real beauty media.

Nude skin beauty craze​

Elsewhere, reality show 'Celebrity Splash', broadcasted by Jiangsu TV and Zhejiang TV made 'nude skin beauty' one of the hottest trends in China in 2013.

"The contestants' skins looked good even through HD TV screens despite having no make-up on, and this has been a real attraction for a beauty addicted audience​," Florence reveals.

In particular, actress Wang Likun is mostly referred to on the internet as having perfect skin, gaining the nickname “nude skin beauty queen”.

Finally, the regional expert says there is also a very interesting ad campaign, supposedly inspired by a French programme which

features a battle between Cushion XP foundation from Korean IOpe brand and computer graphics to create perfect skin within 30 seconds.

Since the launch of the product back in March 2008, sales were reported to be steadily rising but the brand opted for this type of venture to intensify the promotion of the product, which paid off as it became a hot issue with beauty shoppers.

"Of course Iope Air Cushion won the battle and it became a huge hit within 9 days with a million viewers on YouTube​​," Florence concludes.

Florence Bernardin is the CEO of 'Information & Inspiration', an agency that specialises in all that is the cosmetics industry in Asia, and will be back on the region next month reporting on what matters. ​

If you would like to see our expert look into specific topics on their next trip, please contact us via the editor button below for consideration. ​