As a core brand under the company’s Global Sharp Top strategy, which is aimed at establishing leadership in key market segments through high-value products, Bioré’s latest moves are targeted at extending its footprint across Asia and other international markets.
The brand is currently available in 66 countries in Asia, the Americas, and Europe.
The products being introduced in the South Korean market are namely Bioré UV Aqua Rich Watery Essence, Bioré UV Aqua Rich Watery Essence Extreme Protection, Bioré UV Aqua Rich Aqua Protect Mist, Bioré Perfect Oil, Bioré Cleansing Liquid, Bioré Cooling Body Mist, and Bioré Ice Cold Body Sheets.
According to Kao, South Korea is a strategically important and highly influential market in the global beauty and skin care industry, serving as a key hub for global trends and consumer standards.
The sun care segment, in particular, ranks among the largest globally and is continuously growing.
Backed by its proprietary technology, Bioré’s line-up of sunscreens combine high-level UV protection with an “exceptionally lightweight feel”.
By entering the K-beauty market, the brand aims to further strengthen consumer trust in its technological expertise and enhance brand credibility on a global scale.
“Our entry into the South Korean market is a pivotal step towards expanding our business across Asia and advancing our broader global growth strategy. Going forward, we will continue to refine our technological expertise and build a brand that is trusted by consumers around the world,” said Emi Kobayashi, President of Skincare Business (Bioré) at Kao.
Sun care-focused campaign
Along with its launch in South Korea, Bioré will be rolling out a marketing campaign centred on Bioré UV simultaneously across more than 15 countries.
For the second consecutive year, K-pop boy group Stray Kids, known for its international fanbase, has been chosen as the face of the campaign. Through this ongoing collaboration, the brand hopes to expand its connection with consumers worldwide.
“In recent years, rising global temperatures driven by climate change and shifts in UV conditions have led to growing emphasis on limiting outdoor activities and avoiding prolonged exposure to the sun,” said Bioré.
Against this backdrop, the brand seeks to redefine the sun as a spotlight that empowers people to shine and encourage consumers to step confidently into the sun through its global messaging: “SUNLIGHT IS YOUR SPOTLIGHT.”.
The campaign will feature a range of multi-layered initiatives, including an official campaign website, an anthem film, out-of-home advertising, global graphic rollouts, social media content, and pop-up store activations in select markets.
Starting with the “YOUR ONE AND ONLY. Bioré Global Brand Event” held on March 19 in Seongsu, Seoul — one of South Korea’s most vibrant districts — Bioré will anchor its campaign in globally unified creative assets while factoring in locally optimised initiatives tailored to each market.
The brand will also partner with influencers across various key markets to deliver engaging, culturally relevant content.
“Global marketing plays a central role in accelerating Bioré’s growth. By bringing together Bioré UV and Stray Kids, a group that continues to evolve on the global stage, we aim to establish the brand’s position as a global leader,” Kobayashi reiterated.
