韩国美容新浪潮：护肤和彩妆领域的创新趋势（英）

NEW WAVE OF K-BEAUTY: SOUTH KOREA’S TRENDING INNOVATIONS IN SKINCARE & COLOR COSMETICSXWHO ARE WE? 2YARDEN HORWITZCo-Founder & PresidentSpateELEONORA MAZZILLITrend Localization & Business Development Director for North America,BEAUTYSTREAMSQUESTIONS WE’LL ANSWERWhich K Beauty trends are here to stay, and which should you keep an eye on?How does search behavior help decode consumer behavior in South Korea?How can brands use Naver insights to inform NPD and positioning in S. Korea?What opportunities does consumer behavior in South Korea present for other markets?12343XMETHODOLOGYSpate is an innovative data platform that allows users to discover and detect trends across Google search (Naver for South Korea) and TikTok. The Spate dashboard analyzes over 20 billion search signals and over 60 million TikTok videos across the globe to answer three crucial questions for the consumer goods industry. What’s the next big trend? Who’s owning the space? How to position the trend?20 billion search signals & 60 million posts on TikTokUnsupervised machine learning to identify clustersTrends classification for insights and implications4XSPATEDataSPATEDataSales,Credit CardTransactionsAWARENESS + CONSIDERATIONINTENTPURCHASESocial Media is about consumers’ aspirations. Consumers are building the persona of who they want to be, not necessarily reflecting their actual behaviour.Google Search (or Naver), a “digital truth serum,” reveals an honest picture of consumer desires. People will search something they may not be comfortable asking their mother or best friend. According to a correlative study, search is a strong indicator of future sales.PRE-SALES DATATO STAY AHEAD OF CONSUMER TRENDS5XFROM BIG IDEAS TO TANGIBLE STRATEGIESBEAUTYSTREAMS METHODOLOGYBEAUTYSTREAMSTrend Funnel™ MethodologyStay innovative with the BEAUTYSTREAMS Trend Funnel Methodology™, which connects macro societal and consumer insights to today’s market trends, ensuring that you identify the right opportunities at the right time.MACRO VIEWMICRO VIEW5 YEARS’ OUTLOOKBig-View PlanningLong-range societal & consumer movements3 YEARS’ OUTLOOKBeauty MovementsBeauty industry shifts for productdevelopment and ideation2 YEARS’ OUTLOOKAesthetic Forecast”Look & feel” visual storytelling conceptsNOWMarket UpdatesDaily industry insights6X7BEAUTY MOVEMENTS 2025-2028BEAUTYSTREAMS FORECASTREASONOLOGYGENTLE CARE ADAPTIVEBEAUTY AEST-TECH PREEMPTIVISM XTHE K-BEAUTY MARKET AT A GLANCE8X9Source: KR Search - from Apr 2024 to Mar 2025 vs. Apr 2023 to Mar 2024Average Monthly SearchesINDUSTRY OVERVIEW THE K-BEAUTY MARKETIn the South Korean beauty market, skincare is the largest category, followed by hair, fragrance, and makeup.XHOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?10FROM REGIONAL TO GLOBALSOUTH KOREAN BEAUTY MARKET: US $25 BILLIONThe fifth largest globally and first in per capita spending.On average, South Koreans spend US $493 per year on beauty products, “underscoring the deep rooted cult