Cosmetics And Toiletries in South Korea

SUMMARY

Abstract

Why buy this report

• Get insight into trends in market performance
• Pinpoint growth sectors and identify factors driving change
• Identify market and brand leaders and understand the competitive environment

Product coverage

Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care

Executive summary

Focus on appearance supports growth

In 2007, cosmetics and toiletries continued to register current value growth. With the popularity of well-being trends, consumers are paying more attention to staying young and healthy. In addition to an increasing interest in healthy eating and healthy lifestyles, South Koreans continued to show a strong desire to look and feel good. As a result, increasing numbers of South Korean consumers turned to facial care and body care to maintain a youthful look. In addition, companies diversified their cosmetics and toiletries to satisfy the differing demands of consumers.

Polarisation continues

In 2007, premium brands and low-priced brands gained share in cosmetics and toiletries. Many companies expanded their product assortment of premium brands, with LG Household & Health Care and Aekyung Industrial introducing an upgrade of their existing brands with higher prices. At the same time, low-priced brands continued to see healthy growth by diversifying products and extending distribution. Low-priced brands are adding affordable functional skin care to their product portfolios and trying to expand their consumers to include an older consumer group who looks for value for money.

AmorePacific Corp leads

AmorePacific Corp continued to lead in 2007 and gained value share slightly from 2006 in overall cosmetics and toiletries. Over the review period, the company consolidated its leading position with its strong position in skin care and a number of brands that target different consumer groups. The company has a wide product portfolio including most product categories in cosmetics and toiletries. In 2007, AmorePacific Corp gained value share significantly over 2006 in many product areas, including bath and shower products, hair care, skin care and sun care. In 2007, its premium brands Sulwhasoo and Hera showed a strong performance in department stores with expanded distribution and better marketing, which contributed to its growth of value share.

Distribution channels go through changes

The distribution of cosmetics and toiletries continued to change in 2007. While the importance of direct selling decreased, the importance of newly-developing channels such as homeshopping and the internet increased. In addition, the importance of branded shops grew within perfumeries. Supermarkets/hypermarkets also came to account for an increasing share of cosmetics and toiletries sales due to this channel's expansion. In premium cosmetics, the share of door-to-door sales continued to decrease in 2007 and department stores increased sales. As a result, medium-sized cosmetic companies that relied heavily on door-to-door sales and specialist stores continued to lose share.

Favourable forecast period performance expected

In the forecast period, an improved economic environment and a wider consumer base will drive sales of cosmetics and toiletries, along with the increasing penetration of some growing product categories. Skin care, sun care and deodorants look set to be the most dynamic in terms of constant value growth, with increasing sales for premium products and the launch of more innovative products playing a major part in their development.

TABLE OF CONTENTS

Table of Contents

• COSMETICS AND TOILETRIES IN SOUTH KOREA : MARKET INSIGHT
• EXECUTIVE SUMMARY
• Focus on appearance supports growth
• Polarisation continues
• AmorePacific Corp leads
• Distribution channels go through changes
• Favourable forecast period performance expected
• KEY TRENDS AND DEVELOPMENTS
• Increasing interest in health and beauty leads to growing demand
• Polarised consumption pattern prevails
• Traditional herbal ingredients gain popularity
• Leading players grow premium range to further consolidate their lead
• Distribution goes through structural changes
• MARKET DATA
  • Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
  • Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
  • Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
  • Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
  • Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
  • Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
  • Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
  • Table 8 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
  • Table 9 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
  • Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
  • Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
  • Table 12 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
  • Table 13 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
• APPENDIX
• Gift Sets
• DEFINITIONS
  • Summary 1 Research Sources
• LOCAL COMPANY PROFILES - SOUTH KOREA
• AEKYUNG INDUSTRIAL CO LTD - COSMETICS AND TOILETRIES - SOUTH KOREA
• STRATEGIC DIRECTION
• KEY FACTS
  • Summary 2 Aekyung Industrial Co Ltd: Key Facts
  • Summary 3 Aekyung Industrial Co Ltd: Operational Indicators
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 4 Aekyung Industrial Co Ltd: Competitive Position 2007
• AMOREPACIFIC CORP - COSMETICS AND TOILETRIES - SOUTH KOREA
• STRATEGIC DIRECTION
• KEY FACTS
  • Summary 5 AmorePacific Corp: Key Facts
  • Summary 6 AmorePacific Corp: Operational Indicators
• COMPANY BACKGROUND
• PRODUCTION
  • Summary 7 AmorePacific Corp: Production Statistics 2007
• COMPETITIVE POSITIONING
  • Summary 8 AmorePacific Corp: Competitive Position 2007
• COREANA COSMETICS CO LTD - COSMETICS AND TOILETRIES - SOUTH KOREA
• STRATEGIC DIRECTION
• KEY FACTS
  • Summary 9 Coreana Cosmetics Co Ltd: Key Facts
  • Summary 10 Coreana Cosmetics Co Ltd: Operational Indicators
• COMPANY BACKGROUND
• PRODUCTION
  • Summary 11 Coreana Cosmetics Co Ltd: Production Statistics 2007
• COMPETITIVE POSITIONING
  • Summary 12 Coreana Cosmetics Co Ltd: Competitive Position 2007
• LG HOUSEHOLD & HEALTH CARE LTD - COSMETICS AND TOILETRIES - SOUTH KOREA
• STRATEGIC DIRECTION
• KEY FACTS
  • Summary 13 LG Household & Health Care Ltd: Key Facts
  • Summary 14 LG Household & Health Care Ltd: Operational Indicators
• COMPANY BACKGROUND
• PRODUCTION
  • Summary 15 LG Household & Health Care Ltd: Production Statistics 2007
• COMPETITIVE POSITIONING
  • Summary 16 LG Household & Health Care Ltd: Competitive Position 2007
• THE FACESHOP CO LTD - COSMETICS AND TOILETRIES - SOUTH KOREA
• STRATEGIC DIRECTION
• KEY FACTS
  • Summary 17 The Faceshop Co Ltd: Key Facts
  • Summary 18 The Faceshop Co Ltd: Operational Indicators
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 19 The Faceshop Co Ltd: Competitive Position 2007
• BABY CARE IN SOUTH KOREA
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 14 Sales of Baby Care by Subsector: Value 2002-2007
  • Table 15 Sales of Baby Care by Subsector: % Value Growth 2002-2007
  • Table 16 Baby Care Premium Vs Mass % Analysis 2002-2007
  • Table 17 Baby Care Company Shares by Retail Value 2003-2007
  • Table 18 Baby Care Brand Shares by Retail Value 2004-2007
  • Table 19 Forecast Sales of Baby Care by Subsector: Value 2007-2012
  • Table 20 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
  • Table 21 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
• BATH AND SHOWER PRODUCTS IN SOUTH KOREA
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 22 Sales of Bath and Shower Products by Subsector: Value 2002-2007
  • Table 23 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
  • Table 24 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
  • Table 25 Bath and Shower Products Company Shares by Retail Value 2003-2007
  • Table 26 Bath and Shower Products Brand Shares by Retail Value 2004-2007
  • Table 27 Bath and Shower Products Premium Brand Shares 2007
  • Table 28 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
  • Table 29 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
  • Table 30 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
• DEODORANTS IN SOUTH KOREA
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 31 Sales of Deodorants by Subsector: Value 2002-2007
  • Table 32 Sales of Deodorants by Subsector: % Value Growth 2002-2007
  • Table 33 Deodorants Premium Vs Mass % Analysis 2002-2007
  • Table 34 Deodorants Company Shares by Retail Value 2003-2007
  • Table 35 Deodorants Brand Shares by Retail Value 2004-2007
  • Table 36 Forecast Sales of Deodorants by Subsector: Value 2007-2012
  • Table 37 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
  • Table 38 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
• HAIR CARE IN SOUTH KOREA
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 39 Retail Sales of Styling Agents by Type 2003-2007
  • Table 40 Sales of Hair Care by Subsector: Value 2002-2007
  • Table 41 Sales of Hair Care by Subsector: % Value Growth 2002-2007
  • Table 42 Hair Care Premium Vs Mass % Analysis 2002-2007
  • Table 43 Hair Care Company Shares by Retail Value 2003-2007
  • Table 44 Hair Care Brand Shares by Retail Value 2004-2007
  • Table 45 Styling Agents Brand Shares by Retail Value 2004-2007
  • Table 46 Salon Hair Care Company Shares by Retail Value 2003-2007
  • Table 47 Salon Hair Care Brand Shares by Retail Value 2004-2007
  • Table 48 Hair Care Premium Brand Shares 2007
  • Table 49 Forecast Sales of Hair Care by Subsector: Value 2007-2012
  • Table 50 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
  • Table 51 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
• COLOUR COSMETICS IN SOUTH KOREA
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 52 Sales of Colour Cosmetics by Subsector: Value 2002-2007
  • Table 53 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
  • Table 54 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
  • Table 55 Colour Cosmetics Company Shares by Retail Value 2003-2007
  • Table 56 Colour Cosmetics Brand Shares by Retail Value 2004-2007
  • Table 57 Colour Cosmetics Premium Brand Shares 2007
  • Table 58 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
  • Table 59 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
  • Table 60 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
• MEN'S GROOMING PRODUCTS IN SOUTH KOREA
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 61 Retail Sales of Electric Shavers 2003-2006
  • Table 62 Sales of Men's Grooming Products by Subsector: Value 2002-2007
  • Table 63 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
  • Table 64 Sales of Men's Razors and Blades by Type 2005-2007
  • Table 65 Men's Grooming Products Company Shares by Retail Value 2003-2007
  • Table 66 Men's Grooming Products Brand Shares by Retail Value 2004-2007
  • Table 67 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
  • Table 68 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
• ORAL HYGIENE IN SOUTH KOREA
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 69 Sales of Oral Hygiene by Subsector: Value 2002-2007
  • Table 70 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
  • Table 71 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
  • Table 72 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
  • Table 73 Oral Hygiene Company Shares by Retail Value 2003-2007
  • Table 74 Oral Hygiene Brand Shares by Retail Value 2004-2007
  • Table 75 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
  • Table 76 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
  • Table 77 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
  • Table 78 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
• FRAGRANCES IN SOUTH KOREA
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 79 Sales of Fragrances by Subsector: Value 2002-2007
  • Table 80 Sales of Fragrances by Subsector: % Value Growth 2002-2007
  • Table 81 Fragrances Premium Vs Mass % Analysis 2002-2007
  • Table 82 Fragrances Company Shares by Retail Value 2003-2007
  • Table 83 Fragrances Brand Shares by Retail Value 2004-2007
  • Table 84 Forecast Sales of Fragrances by Subsector: Value 2007-2012
  • Table 85 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
  • Table 86 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
• SKIN CARE IN SOUTH KOREA
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 87 Sales of Skin Care by Subsector: Value 2002-2007
  • Table 88 Sales of Skin Care by Subsector: % Value Growth 2002-2007
  • Table 89 Skin Care Premium Vs Mass % Analysis 2002-2007
  • Table 90 Skin Care Company Shares by Retail Value 2003-2007
  • Table 91 Skin Care Brand Shares by Retail Value 2004-2007
  • Table 92 Skin Care Premium Brand Shares 2007
  • Table 93 Forecast Sales of Skin Care by Subsector: Value 2007-2012
  • Table 94 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
  • Table 95 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
• DEPILATORIES IN SOUTH KOREA
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 96 Sales of Depilatories by Subsector: Value 2002-2007
  • Table 97 Sales of Depilatories by Subsector: % Value Growth 2002-2007
  • Table 98 Depilatories Company Shares by Retail Value 2003-2007
  • Table 99 Depilatories Brand Shares by Retail Value 2004-2007
  • Table 100 Forecast Sales of Depilatories by Subsector: Value 2007-2012
  • Table 101 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
• SUN CARE IN SOUTH KOREA
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 102 Sales of Sun Care by Subsector: Value 2002-2007
  • Table 103 Sales of Sun Care by Subsector: % Value Growth 2002-2007
  • Table 104 Sun Care Premium Vs Mass % Analysis 2002-2007
  • Table 105 Sun Care Company Shares by Retail Value 2003-2007
  • Table 106 Sun Care Brand Shares by Retail Value 2004-2007
  • Table 107 Sun Care Premium Brand Shares 2007
  • Table 108 Forecast Sales of Sun Care by Subsector: Value 2007-2012
  • Table 109 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
  • Table 110 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012