Estee Lauder, an American company which manufactures prestige beauty products, has made its mark in skincare for over 60 years. Today, it has become a household name for many.
Although Estee Lauder’s success is undeniable, they are well aware that times have changed and trends continuously shift directions. According to Fashionista, Estee Lauder recognizes they are no longer spearheading the skincare forefront, but now Korean brands are breaking into the international field and successfully doing so. CEO of Esteee Lauder, Fabrizio Freda, admits that they’ve “[seen] this coming for a long time.”
“The way to compete with Korea is to embrace [these trends] and to bring them around the world. Our brands — Clinique, namely — has been one of the first to bring BB creams and CC trends to the U.S., which was actually a Korean trend,” says Freda.
What makes Korean skincare the leaders of the market? This article from Fast Company looks inside the booming Korean skincare market and reveals a number of explanations for its success.
For instance, 2011 marked the release of BB creams (a hydrating, anti-aging foundation with SPF) in the United States. As you can imagine, this new product was (and still is) all the rage. However, BB creams were already lining the shelves of Korean stores five years prior.
In addition to Korean skincare simply being ahead of its time, the Korean approach to skincare takes on preventative measures instead of the American method of covering up the skin’s blemishes. Not to mention the all-natural appeal that Korean brands bring by implementing ingredients such as snail, placenta, chia seeds and volcanic clay into their products.
If you want to find out what the hype is all about, there is The Face Shop, Laneige, Etude House and Innisfree to name a few. Let us know if they work for you!
Feature photo courtesy of jp1958
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