Following her presentation on skin care in APAC and the excellence and challenges associated with K-beauty, we talked to Lisa Hong from Euromonitor International about the future of the now global phenomenon.
Moisturising, sun protection, whitening and different ingredient features are something that "manufacturers need to look out for", moving forward.
To have the total package, over the next five years "the most important thing is branding" so "each brand needs to work on ways to develop and strengthen the brand".
K-beauty needs to "have a strong identity and brand" to ensure that it goes beyond a concept and proves its efficacy.