화장품 문화 동향과 특성에 따른 K-뷰티의 맞춤형 수출 증대 방안

중국과 동남아를 중심으로

Recently, the world has shown a great interest in Korean cosmetics under the influence of Hallyu (‘Korean Wave’), and the export volume has significantly increased accordingly. In contrast, the export performances in China and Southeast Asia have sharply decreased, causing a crisis in ‘K-beauty’. Under these circumstances, this study attempted to discuss changes in cosmeceuticals, halal cosmetics, and distribution channels as a way to reinvigorate exports to China and Southeast Asia. Regarding the increase in revenue by penetrating the cosmeceutical markets, products need to be developed which can appeal to young consumers who are highly interested in slowing down the skin aging process; this would also sell with old rich people in China. In the Philippines and Vietnam, on the contrary, it is required to promote differentiated strategies customized for local consumers, such as the development of cosmeceuticals with some medical benefits such as brightening, wrinkle care, and skincare. For this, a technical alliance between cosmetics manufacturers and pharmaceutical companies is essential. To penetrate halal cosmetic markets, it is essential to exclude cosmetics made with the materials strictly prohibited in Islamic culture and develop and distribute halal products that meet the Muslim consumers’ needs. There have been changes in distribution channels across China and Southeast Asia due to a trend shift from conventional distribution structures to online channels, such as the Internet and mobile services. In terms of an entry barrier, online channels have less than conventional offline distribution channels. Hence, it is important to handle both markets by comparing the strengths and weaknesses of both online and offline channels. In general, cultural trends and the characteristics of China and Southeast Asia can have a considerable influence on the export volume of K-beauty. Therefore, periodic analysis and customized responses are required.