Getting those consumers could be key because the study reported that 30% of respondents use two or more products daily and 25% use three or more.
There are mass marketers doing their share to show shoppers they are in the business. CVS Pharmacy has one of the largest assortments in the industry. Many of its stores have full mini departments within the beauty area stocked with a wealth of K-beauty brands. Others have in-line presentations with signage. With skin care hitting on all cylinders, CVS Pharmacy has broadened into cosmetics based on Korean ingredients and grooming processes. The brands include Joah, The Crème Shop and Peripera.
Joah, which means “I like it,” was created by Kiss, a Korean-American brand, for CVS Pharmacy. “Skin care brands built awareness of Korean rituals, and several Joah products blur the line between makeup and skin care,” said Annette DeVita-Goldstein, senior vice president of global marketing at Kiss.
Joah is a full line consisting of 158 SKUs, with prices ranging from $2.99 for cosmetics wipes to $15.99 for such products as a cream contour palette.
Walgreens has a large sheet mask collection with U.S. brands like Burt’s Bees, Freeman and Yes To, but also K-beauty leaders like The Crème Shop (online) and Oh K!
Ulta Beauty is a trailblazer in the category, too, with products from Peach & Lily, TonyMoly, Cosrx, Mamonde and Too Cool for School.
Korean-inspired beauty is well thought out at Target. The chain has a dedicated area that is anchored by The Masque Bar, a U.S. brand tapping the best of Korean technology. Additionally, Target has added Oh K!, AHC Aqualuronic from K-beauty expert Aesthetic Hydration Cosmetics, and A’pieu, a Korean export growing in the United States.
Not to be left out, Walmart has an impressive roster of K-beauty, including A’pieu, Missha and the Face Shop, among others offered either in stores or online.
At a time when makeup sales continue to be challenged, K-beauty-inspired skin care is offering a shot in the arm.