Understanding Korean skincare to fuel innovation

Looking good and taking care of yourself in Korea is just as much about showing respect to others as having respect for yourself. In a highly competitive society, perfect skin and a tightly framed ideal of beauty drive a thriving market in cosmetics and skincare products and devices. With the highest spend in the world on beauty and a fascination with all things new, South Korea is an ideal market to explore trends and identify innovations that have potential not only across Asia but that can translate to a more ‘western’ mindset. We worked on a number of studies developing an innovation pipeline for Philips.