Situated in Seoul, the capital will house the innovation centre, which has been set up to solely concentrate on the development and formulation of colour cosmetics.
Located at its head office and strategic location, DKSH also hopes that the facility will boost its position as a strategic partner for personal care innovation and formulation.
First-dedicated facility
The facility, which contains a range of high-end equipment, is the company’s first to specialise in all areas of colour cosmetics, specifically catering to face, eye, lip and nail make-up applications.
DKSH provides product evaluations and comparisons, localised guide formulations and the provision of samples, along with assistance with quality claims to the personal care and cosmetics industry. These services also include support and regulatory consultation for the Korean cosmetics market.
This newest centre joins a global network of twelve innovation centres that all focus on the personal care and cosmetics markets.
Cosmetics hub
“Korea is the world’s hub for trendsetting colour cosmetics and the facility will allow us to assess new technologies, innovate world-class formulations and strengthen our global business development,” enthused Cesar Saez, Vice President, Global Personal Care Industry, Performance Materials, DKSH.
The Asia-focused Market Expansion Services provider’s Vice President hopes “the centre will grow our position as a key partner for cosmetics companies in the region and beyond”.
Asia-focused alliances
Over the past year, the distributor has sought to build relationships and strategic alliances with other markets throughout Asia.
In May 2017, DKSH revealed it had teamed up with Paradise Products’ Herballines personal care manufacturing brand to target emerging Southeast Asian market, Myanmar.
Leveraging its 20 years of experience in the marketplace and after witnessing the growing economy in the country, Rajinder Grover, Vice President Consumer Goods and Head Country Management, DKSH Myanmar, shared: “Myanmar’s expanding middle class is increasingly expecting high-quality personal care products.”
In October 2016, DKSH also announced it had strengthened its relationship with existing partner, hair care producer Henkel in Singapore, as it incorporated hair cosmetic brand Schwarzkopf into its promotional and distribution efforts.
“The collaboration with DKSH will strengthen and enhance the growth of the Schwarzkopf brand in Singapore by tapping on DKSH’s strong distribution network and unique marketing and sales capabilities. We are particularly impressed by the company’s strong relationships with the important modern trade channels,” said Davin Leong, Head of Regional Sales of Henkel Beauty Care for Asia-Pacific at the time.