Speaking with Cosmetics Design Asia at this year’s in-cosmetics Korea, Michang’s Manager, JaeHong Jeong, revealed how the company — synonymous with lubricants and oils— has entered the cosmetics industry.
Established in 1962, Michang built its reputation in the lubricants field. As the company developed alongside the Korean oil industry, it also identified the relevance of its white oil properties for the cosmetics and personal care sector, JaeHong Jeong, Manager at Michang, revealed.
Mixing oil and cosmetics?
“People think oil is not safe, but it is clean and pure,” and “not harmful”, JaeHong Jeong, Manager at Michang, emphasised.
Focusing on the purity of it white oil, Jeong went on to reveal how ingredients undergo a hydration process to ensure impurities are removed.
Although this product has been explored over the past 20 years, Michang began preparing the business for the global marketplace in 2017 and successfully obtained all associated certifications in June 2018.
As it is a strong requirement for today’s consumers to provide reassurance, Michang ensured it undertook and completed the relevant certification processes, centring on registration, sample tests and audits.
“When it comes to oil, 80% of baby oil is mineral oil," Jeong highlighted. “Fragrances can be added to this mineral oil, along with wax and lipstick”, making it ideal for use in cosmetics and personal care goods.
“Cleansing oil, for example, has lots of applications in perfume”, he explained.
Building awareness
Today, Michang works with a leading personal care company to provide products for consumers of all ages.
Talking to Cosmetics Design Asia, Jeong expressed how the industry now needs to focus on getting the message out to the public and changing customer perceptions through presenting oil’s natural and clean image: “More knowledge and certification will help with this.”
Despite its focus on high product quality through in-depth R&D, Jeong emphasised that the biggest hurdle in Korea for Michang is the importance of building its brand in the cosmetics industry.
Targeting Malaysia, Singapore and Southeast Asia, Michang is now focusing on harnessing its presence in the business-to-business environment and engaging with existing customers.