South Korea, the country focus at in-cosmetics Asia 2013

South Korea is a hub for cosmetic innovation in Asia and is fast becoming a role model for the global cosmetics industry. Products such as BB and CC creams, which have spurred innovation worldwide, put South Korea clearly on the map for cosmetic excellence, and in 2012 its cosmetics and toiletries market grew by an impressive 9.1%.

The South Korean success story will take centre stage at this year’s in-cosmetics Asia where it forms the new country focus designed to uncover the technological breakthroughs and trends driving new product design and fuelling rapidly growing demand in South Korea and beyond.

To highlight South Korea’s central status within the industry, a special feature display will include a focus on natural, functional and high-tech ingredients. Also housing finished products, it will offer visitors an insight into the vibrant South Korean market, in which crazes such as K-pop and male grooming are resulting in exciting product innovation.

The show floor will be brimming with opportunities to discover the latest innovations coming out of South Korea with more exhibitors from the country expected than ever before – there is already a 90% increase in South Korean exhibitors compared to this time last year.

To make it even easier for visitors to target suppliers from around the region, a South Korea Product Trail will be created for 2013. It will signpost some of the most cutting-edge launches displayed at the show with participating exhibitors to be announced in September. The Korea - IBITA pavilion, where many exhibitors from the region will be housed, also facilitates visitors interested in learning more from Korean suppliers.

South Korean consumers have one of the most sophisticated beauty regimes in the world, with men and women often using upwards of 15 beauty products each day. Factors such as the country’s ageing population – government figures show that a third of South Korea’s population will be over 65 by 2040 – means positive ageing is a huge focus for consumers, while beauty ideals and the quest for perfection continue to grow demand for skin whitening and blemish correcting products.

In the Marketing Trends Theatre, a series of presentations will further probe the South Korean cosmetics industry to help manufacturers identify how they can develop products that perform well and address consumers’ biggest concerns.