The body is no longer taboo! Supported by the body positivity movement, the body has been elevated to an honourable position and a more holistic vision of beauty unfolds. Inspired by these new consumer aspirations, brands are gradually launched in this growing market.
1.7 – That is the calculated number of earths that would have been needed to meet the annual global demand for resources in 2017. Every year, the Global Footprint Network calculates the date by which humanity has exhausted nature’s budget for the year – this is the so-called “Earth Overshoot Day”, when we have used up all the resources that would have otherwise lasted us a whole year if we hadn’t consumed them faster than Earth can renew them.
With so many cosmetic products out there on the market, everyone has to use special design, marketing tactics and clever advertising to gain the consumer’s attention. Advertising claims have a decisive influence on the buying behaviour of consumers. To protect the consumer, there are laws on what claims are allowed to be made and what not.
“Urban Aging Defence Serum”, “City Defence Crème”, “UV Plus Anti-Pollution Day Cream”…. Such claims on newly introduced care products show that the cosmetics industry is responding to the increasing level of air pollution and its negative impact on skin.
The K-Beauty world has a flair for creating unique terms to describe a covetable complexion. Perhaps the most famous of these is the “Chok Chok” effect. “Chok Chok” pretty much describes the way the skin looks after a SPA treatment: clean, dewy-fresh, intensely hydrated, and plump.
In this 4th and final part of our K-Beauty blog series we will explain the elegance behind this trend and, once you know the secrets, we are quite convinced you will be motivated to develop your own K-Beauty-inspired care products to achieve the “Chok Chok” effect. We will then finish the series with a quick glance at the successful cushion technology.