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Letters from Europe
A Real "Boom" in the World of Cosmetics and Beauty: South Korean Cosmetics
By Antonina Veljanovska
EU Correspondent
A Korean cosmetic select shop

Asian, more specifically South Korean care is the inspiration for the creation of numerous face care brands. Koreans are considered an extremely well-groomed people, with a natural look and glowing skin. They owe it to their commitment to skin care, which is based on solving skin problems, not camouflaging them.

Korean cosmetics are a blend of tradition, quality and innovation. Their products are multifunctional, with exceptional quality and far below the price of lower quality related products from Western cosmetics houses.

Korean cosmetics are incredibly advanced and sophisticated when it comes to beauty products and routines. They have high standards because they know what their ultimate goal is — perfect facial skin. Therefore, Korean cosmetics are always one step ahead of others. Constant innovation, gentle formulations and long-term result are the key to success and glowing facial skin.

Korean cosmetics come from a culture in which facial care is extremely important and in which people have always strived for perfect skin.

While in European culture are accustomed to one way of caring, somewhere in the Far East, someone has taken facial care to a whole other level. And how advanced this level really is, is best shown by the incredible breadth of their beauty facial care routine, which consists of 10 steps.

What actually makes Korean beauty products so special? The answer is easy and it says: the ingredients. They are one of the reasons why Korean cosmetics conquered the world so quickly, because Korean face care products very often do not contain parabens, artificial fragrances, synthetic dyes and silicones. It is rich in natural, healing ingredients from that region. That is the charm, because their choice of plants is completely different from the ones in Europe.

Korean cosmetics for face care or K-beauty for a reason has become a phenomenon that has conquered the world in recent years. Innovative products, advanced technology and unique formulations are the reason why Korean cosmetics have become a global trend. High quality and effective Korean face care products will become an integral part of your beauty routine.

Korean cosmetics are known for their natural approach to facial care. Most Korean products have mild and gentle formulations and are therefore suitable for people with sensitive skin.

The most commonly used Korean makeup products in Europe, especially Macedonia for both sexes was BB cream. In women, BB cream was most commonly used (57.0%), followed by lipstick (52.6%), eye shadow (48.8%), eyeliner (48.1%), lip gloss / lip gloss (44.4%), eyebrow pen/pencil (42.2%), powder / pact (41.7%) and mascara (40.5%). For men, the most commonly used makeup product was BB cream (21.0%), followed by KS cream (8.0%), lip gloss / lip gloss (7.0%), eye shadow, eye pencil , eyebrow pen / pencil and liquid pad (3.0% each). With increasing age, liquid foundation, airbag foundation and lipstick use showed an increasing trend, while BB cream, concealer, blush, eye shadow, mascara, eyeliner, lip shade and lip gloss / lip gloss showed a declining trend. The majority (62.8%) of the respondents used three to seven make-up products at the same time.

In total, 54.8% think that the use of eye cream is unnecessary. However, there was a significant difference between men and women: 50.4% of women thought it was necessary to use eye cream, while 15.5% of men thought so. In total, 89.5% of the respondents had heard of "functional cosmetics," and 78.3% had experience with their use; when divided into each sex, 56.0% of men had never used any functional cosmetics before, unlike 15.6% of women. Among the functional cosmetics, women mostly used whitening products (29.5%), then anti-wrinkle products (23.1%) and moisturizers (18.0%), while men used the most commonly used anti-acne products (31.1%). %), followed by whitening products (26.1%) and moisturizer (16.0%). The product that both men and women needed the most were effective moisturizers (26.7%), followed by whitening products (22.0%). The use of functional cosmetics is correlated with the level of education. The majority (69.5%) of the respondents think that functional cosmetics should be used one by one. A total of 27.9% of the respondents experienced negative cosmetic events after using functional products, among which whitening products (26.2%) and anti-acne products (24.1%) were the most common culprits. Subjective subjects experienced negative cosmetic events more often than men (30.0% vs.14.9%).

Men spent less money per month on skin care products than women. Among women, the most common shopping channel was brand shop (31.9%), followed by department store (31.4%) and internet (12.0%); for men, brand store (37.4%) followed by internet (19.9%), department store (19.1%) and large retail store (11.5%). According to age, the younger generation preferred brand stores, while the older generation preferred department stores. The older the item, the more important it was to consider the ingredient; the younger the age, the more important the recommendations from friends or bloggers. For women, the most important factor influencing the choice of the product were the ingredients (28.8%), recommendation from friends or bloggers (27.2%), price (17.2%) and recommendation from the seller (10.8%), while price (34.1%) was by far the most important factor for men, followed by a recommendation from friends or bloggers (20.7%) and a recommendation from a seller (15.6%). In both sexes, advertising (5.5%), volume (3.0%) and product design (0.9%) played much smaller roles in the selection.

Korean beauty products or cosmetics have not only flooded the world, but also inspired major Western cosmetics companies such as Lancome, Givenchy, Clinique, and even Sephora itself, which first started selling Korean cosmetics (Dr Jart, Tony Molly, Erborian, Laneige) have included in their range products that are inspired by Korean skin care products. Huge funds have been invested in research to reach the advanced Korean skill of face care.

Korean aesthetic concepts, which in Europe, as well as the rest of the world, envy, have already found their place on the shelves of neighboring countries — in Croatia, Serbia, Greece, and Bulgaria.

Many of the customers have already heard about the quality of Korean cosmetics, some of them have already ordered products online, so now they are happy to find Korean products in our store, they can try them on the spot and do not have to waiting to arrive by mail. Those who have not heard of the popularity of Korean cosmetics, have certainly heard of the quality of other Korean products in the field of technology and technology.

"The reason why I became interested in Korean products is because I saw many famous youtubers using them and I started researching and for a year now I have been using several products. I decided to try a few skin care products and even some of the cosmetics they offer. There is a huge selection and really a large part of the things are efficient and good, only a pity that does not exist in Macedonia,“ Ivana, a Macenonian, said.

Although Korean cosmetics may not be widespread enough, they are slowly entering the Macedonian market, where well-known Korean skin care brands are available, where they have found their place on our shelves. One of those concepts is the amazing, multifunctional skin care products, which, in addition to their ingredients, also stand out for the process in which they are made.

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Antonina Veljanovska, based in North Macedonia, serves as EU correspondent for The Seoul Times. The Macedonian journalist has written for the local new media. She is interested in the Korean culture including K-Pop and fashion. Her hobbies include reading.






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