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AMONGST CONSUMERS FROM CHINA, HONG KONG, SINGAPORE AND TAIWAN
UNDERSTANDING THE PERCEPTION AND SUCCESS
OF KOREAN BEAUTY BR...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
2
KOREAN BEAUTY BRANDS ARE EXPANDING AMONGST
ASIAN CONSUMERS
C...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
3
To understand the perception and identify the strengths of K...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
4
AREAS OF INVESTIGATIONS : EXPLORING CULTURAL IMPACT
 Do the...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
5
AREAS OF INVESTIGATIONS : KOREAN BEAUTY PURCHASE DRIVERS
 W...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
6
Online interviews amongst 1,900 Women aged 18-55 :
20 minute...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
7
Age Average - Monthly Household Income (RMB)
20%
21%
19%
18%...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
9
WHAT WILL YOU LEARN ABOUT KOREAN BEAUTY BRANDS
BUYERS-USERS ...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
10
KOREAN BEAUTY SURVEY REPORT : KEY OUTPUTS
AGENCY CONTACTS:
MARIE DUPRE
MANAGER, CONSUMER INSIGHTS
MARIE.DUPRE@NIELSEN.COM
(852) 2856 4579
Thank You!
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Korean Beauty Nielsen Syndicated Survey Introduction

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Korean Beauty Nielsen Syndicated Survey Introduction

  1. 1. AMONGST CONSUMERS FROM CHINA, HONG KONG, SINGAPORE AND TAIWAN UNDERSTANDING THE PERCEPTION AND SUCCESS OF KOREAN BEAUTY BRANDS NIELSEN RESEARCH 2015 - INTRODUCTION
  2. 2. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 2 KOREAN BEAUTY BRANDS ARE EXPANDING AMONGST ASIAN CONSUMERS China’s cosmetic and skincare market is growing continuously, with expected 2-digit growth in the coming years. Korean beauty brands showed their success in grabbing part of this expanding market from established brands. (Advertising Age.com) According to a Korean government survey, the items tourists want to purchase the most while visiting are Korean beauty products. Korean beauty products ranked number one amongst the wish list items of tourists. There was an overall high level of interest in Korean cosmetics from affordable brand shop products to high-priced department store brands. (http://travel.cnn.com/korean-cosmetics- shopping-guide) According to Korea Customs Service Report in December 2013, cosmetics exports have increased significantly: skincare exports showed explosive growth of 1,500 percent over the past 15 years (1998~2012), accounting for 61 percent of commodity exports, exemplifying the popularity and quality of Korean skincare products.(koreatimes.co.kr)
  3. 3. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 3 To understand the perception and identify the strengths of Korean Beauty brands in comparison with established western brands, amongst Female beauty consumers from Mainland China, Hong Kong, Taiwan & Singapore. Our survey will explore the following dimensions: OBJECTIVES COVERED IN THE RESEARCH  Korean beauty consumer’s lifestyle and hobbies : To understand the impact of the K-pop culture on Asian Consumers  Overview on Korean and International Beauty Brands perception : Brand Awareness, favorite brands , brands recommendation, perception of beauty products from different countries  Focus on Skincare and Make Up  Usage and purchase frequency  Reasons to buy, product benefits  Shopping experience : purchase preparation and channels  Beauty basket composition, budget and future shopping Korean Beauty Perception and Awareness Beauty Routine and Purchase Journey
  4. 4. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 4 AREAS OF INVESTIGATIONS : EXPLORING CULTURAL IMPACT  Do they watch Korean Drama?  Who are the Korean celebrities that they know?  Where do they see Korean brands for the first time?  Did they check on social media? Did they share info with Korean product lovers on digital platforms?  What about their last trip(s)to Korea?...
  5. 5. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 5 AREAS OF INVESTIGATIONS : KOREAN BEAUTY PURCHASE DRIVERS  What is there perception of Korean beauty products? Are they seen as more efficient, more adapted to Asian consumers’ skin in comparison with established international brands?  What is the level of awareness vs. international leaders?  Are Korean beauty brands buyers loyal?
  6. 6. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 6 Online interviews amongst 1,900 Women aged 18-55 : 20 minutes Online interviews amongst Women from Hong Kong, Taiwan, Singapore and from four segmented geographic regions North-East-South-West in Mainland China who: Have purchased Korean Beauty products for their personal use in the past 6 months Quota on Chinese Respondents who have bought Korean beauty products in Korea over the past 6 months RESEARCH DESIGN AND TARGET RESPONDENTS
  7. 7. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 7 Age Average - Monthly Household Income (RMB) 20% 21% 19% 18% 12% 10% (45+) (35-39) (18-24) Avg. Monthly Household Income: RMB 14,247 (25-29) SAMPLE DEFINITION : BASIC DEMOGRAPHICS KOREAN BEAUTY BUYERS-USERS PROFILES (30-34) (40-44) % of Respondents Gender & Countries of Residence 100% Women From China N=1003 From HK N=304 From Singapore N=302 From Taiwan N=305 Avg. Monthly Household Income: HKD 40,327 Avg. Monthly Household Income: TWD 93,480 Avg. Monthly Household Income: SGD 8,895
  8. 8. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 9 WHAT WILL YOU LEARN ABOUT KOREAN BEAUTY BRANDS BUYERS-USERS ? To understand the perception and identify the strengths of Korean Beauty brands in comparison with established western brands, amongst Female beauty consumers from Mainland China, Hong Kong, Taiwan & Singapore, our survey will explore the following questions: 2 What is their perception of Beauty Products from Korea in comparison with other international beauty products? 1 What is the impact of the Korean Culture ? Do they watch Korean dramas? How do they describe their interest for the K-Pop Culture? 4 Where do they shop for Korean beauty products? How much do they spend ? 3 Why do they buy Korean beauty brands? What is driving their purchase? 5 Did they prepare their purchase? What are the main sources of information they consult before shopping for beauty products? 6 What are the strengths and weaknesses of Korean beauty brands vs. established brands ?
  9. 9. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 10 KOREAN BEAUTY SURVEY REPORT : KEY OUTPUTS
  10. 10. AGENCY CONTACTS: MARIE DUPRE MANAGER, CONSUMER INSIGHTS MARIE.DUPRE@NIELSEN.COM (852) 2856 4579 Thank You!

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