Glenn Smith
Dec 11, 2009

Sector Insight... Koreans show enduring passion for cosmetics

The sector has been a rare bright spot in Korea's ad market this year, but consumer spend is polarising

Looking good is important to South Koreans, and despite the global recession, Korean consumers remain willing to spend on cosmetics while marketers spend heavily on advertising to woo them.

Jean Yoon, research director of the customised research division at TNS Korea, says cosmetics sales have outperformed the overall economy, which dropped four per cent year on year in the first quarter and 2.2 per cent in the second. In contrast, Korea’s facial skincare and make-up sales...

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