In
2025, beauty devices and perfumes are expected to gain significant attention in
the beauty market. Opensurvey conducted a mobile beauty-related survey on December
23 and 24, 2024, targeting 1,000 Korean women aged 15 to 59. The results were
published in the "Beauty Trend Report 2025" on January 20, 2025. The
report analyzed Korean female consumers' beauty information search behavior,
product purchasing patterns, and the use of perfumes and skincare/aesthetic
treatments.
Today,
beauty is synonymous with "self-care" and a means of achieving
"aspirational beauty." The beauty industry is becoming broader and
more intricate, covering not only skincare and makeup but also various
aesthetic treatments, including hair and nail care. Furthermore, invisible
elements such as fragrance have become a way for individuals to express their
personal taste and uniqueness, making perfume an essential beauty item. The
concept of beauty is expanding beyond "external beauty" to include
"healthy beauty" and "self-care." While beauty in the past
was often associated with cosmetics and grooming, it now encompasses broader
aspects such as physical health, inner beauty, youthfulness, and individuality.
Supporting this trend, Opensurvey's research found that beauty devices for home
use were frequently mentioned as one of the most intriguing beauty products
among consumers.
Consumers
also exhibited different skincare routines before and after their daily
activities. In the morning, they focused on sun care, while in the evening,
they prioritized functional products and eye care. On average, they used
slightly more skincare products at night than in the morning. The survey
reported that the average number of products used in the morning was 3.72,
whereas the number increased to 4.05 in the evening. Skin toners and
lotions/emulsions were used both in the morning and evening. However, sun care
products were primarily used in the morning, while essences, serums, ampoules,
and eye care creams were incorporated into nighttime routines.
When
purchasing perfume, the most important factor was whether the scent aligned
with the consumer’s personal taste and aspirational image. A significant 67.9%
of respondents cited "whether the scent matches my preference" as the
top priority. Following this, 39.0% considered whether the scent aligned with
their desired image, with half of these respondents (50.0%) being in their 30s.
Additionally, 38.0% emphasized "long-lasting fragrance," ranking it
as the third most important factor when selecting a perfume.
Consumers
in their 20s explore beauty information both online and offline, heavily
influenced by personal SNS accounts when making purchase decisions. Offline,
they are influenced by family, friends, and in-store experiences, while online,
they rely on cosmetic brand/media-operated SNS accounts, cosmetic review
apps/websites, and internet communities/forums. Those in their 30s frequently
use online cafes and blogs, while consumers in their 40s and 50s rely more on
TV home shopping, TV advertisements, and product placements (PPL) compared to
younger age groups. Additionally, consumers in their 40s showed a higher
tendency to be influenced by online newspapers and magazines (Cosmetic Mania
News, January 22, 2025). |
