The US beauty consumers’ expectations of K-beauty

The US beauty consumers’ expectations of K-beauty

27 Jun 2019, 13:00 - 13:45

Marketing Trends & Regulations Theatre

K-Beauty is having its moment in the US. American women love Korean brands’ unapologetic dedication to multi-step skincare routines, its use of innovative ingredients and its primary focus on skin nourishment. But with so many new K-Beauty brands now in the US, how can brands stand out?

In this session, The Benchmarking Company will unveil original primary research from more than 4,000 US beauty consumers to reveal:

  • What US consumers want from K-Beauty brands: purchase motivators, product assortment, ingredients, and product benefits
  • Which Korean brands are her favorites, and why
  • How your brand can rise above the crowded shelves to be noticed by the US consumer


  • Denise Herich


    Co-Founder & Managing Partner

    The Benchmarking Company

    Denise Herich is co-Founder and Managing Partner of The Benchmarking Company, a bi-coastal consumer market research firm that delivers need-to-know...

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