From BB creams to sheet masks, Korean-inspired skin care products have become some of the most popular formats on the market. What was once a trend has become a mainstay of Western skin care, and now consumers are looking to techniques as well as products.
The famous multi-step Korean cleansing regime has made its way into consumers’ everyday routines. A typical routine could include: oil cleanser, water-based cleanser, exfoliator, toner, essence, ampoule, serum, a sheet mask, eye cream, moisturiser and SPF or a night cream depending on the time of day. Some consumers choose to follow all ten or 11 steps, while most pick and choose, adding a double-cleanse or sheet to their usual routines when necessary.
Popular products include items from the Franco-Korean brand Erborian or Korean brands Tony Moly, AmorePacific and Laneige. Using up to ten different products, the multi-step skin care routine could be a dream come true for beauty brands, but is it really necessary? Will consumers notice a pay-off or is this lengthy routine too tricky for most beauty fans to conduct every day?
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