Apelhidada de “K-Beauty” (do inglês Korean Beauty), a rotina coreana de cuidados com a pele chegou ao Brasil e está chamando atenção de diversas mulheres com relação a saúde da pele.

“No Brasil não há a cultura do skin care. As brasileiras preferem fazer maquiagem do que usar produtos para prevenir manchas e rugas”, conta Yu, diretora da marca coreana Missha no Brasil.

Beleza coreana

“O povo coreano é criativo, inovador, considerado os latinos da Ásia, e vamos ter cada vez mais coisas em comum com os brasileiros.”

A Coreia do sul desenvolveu produtos chave que ocupam prateleiras globalmente.

Um deles é o BB CREAM, invenção coreana!

O BB Cream (beauty balm) trouxe a união de diversos benefícios: primer, filtro solar, base e hidratante. Essa grande novidade já era usada na Coreia do Sul há 20 anos.

A indústria coreana ficou conhecida por lançar tendências com produtos inovadores lançados bem antes que o mercado ocidental.

Assim, as marcas coreanas passaram a influenciar o mercado global de beleza nos últimos anos, numa tendência que ficou conhecida como K-Beauty.

Os produtos são marcantes, as embalagens são únicas e minimalistas, focando em informações precisas sobre o produto.

Cosméticos Coreanos – embalagem minimalista

A Coreia do Sul se tornou a indústria que mais investe em pesquisa e desenvolvimento de cosméticos mundialmente, então não é a toa esse boom de inovação vindo do outro lado do mundo!

O que está super bombando agora são as máscaras divertidas!

São máscaras hidratantes, clareadoras, regeneradoras, com formatos engraçados que tornam o momento saudável muito mais divertido!

Máscaras coreanas chegaram com tudo!

Outra tendência é a dos extratos fermentados.

Esses produtos são produzidos naturalmente por fungos e bactérias, que se alimentam de nutrientes específicos e produzem moléculas chave de rejuvenescimento da pele!

Uma novidade que já chegou ao Brasil é a base líquida na esponja.

Você pressiona a esponja e ela libera a quantidade ideal de base para você aplicar no rosto.

Os princípios que constroem o mercado coreano de cosméticos:

1 – O consumidor local é conhecido por ser muito exigente quanto aos resultados prometidos pelos produtos.

2 – A mulher coreana, para quem uma pele perfeita é o principal ideal de beleza, gasta duas vezes mais de seu salário com produtos do que as americanas.

3 – As marcas coreanas adotaram um meio desenvolvimento de produtos muito mais rápido do que as marcas ocidentais. Com o alto investimento no setor, diversas startups foram criadas!

Beleza coreana!

4 – As pesquisas e testes com novos ingredientes colocam a Coreia lá na frente. Eles usam elementos (bem) incomuns, como muco de caracol e veneno de abelha. Uma das principais inovações é a fermentação, um processo metabólico que converte o açúcar em ácidos e enzimas usando levedura ou bactéria. Ao aplicar essa técnica aos produtos para a pele, a fermentação ajuda a quebrar os ingredientes ativos para que os nutrientes e antioxidantes sejam mais facilmente absorvidos pela pele, aumentando a eficácia dos ingredientes na hidratação, refinando os poros e iluminando a tez.

5 – Estão sempre desenvolvendo produtos com novas técnicas de aplicação, como por exemplo, os cushion compacts, que surgiram há dois anos por lá e hoje são encontrados em marcas como Clinique, M.A.C e Lancôme.

6 – As marcas coreanas também aproveitam com sabedoria a influência das redes sociais para engajar o consumidor. Em alguns mercados, o digital já ultrapassou a mídia tradicional quando o público busca por informação de beleza. Um estudo da Nielsen em 2015 revelou que, para os consumidores chineses, recomendações de amigos, sites de marcas e de moda/beleza são os principais canais de informação para cuidados com a pele, ultrapassando televisão e revistas.

7 – As embalagens, que são criadas com outros objetivos além do de querer fazer a gente comprar tudo. Há três rumos na hora de pensar a embalagem: tem os chamados Ki-dult, com imagens de personagens fofos e conhecidos em produtos para adultos. A marca The Face Shop, por exemplo, lançou uma linha de cushion compacts com personagens da Disney – os primeiros 130 mil produtos foram vendidos em apenas dois dias.

8 – Por fim, mas não menos importante, as marcas coreanas têm ótimo custo-benefício. Há uma oferta enorme que custa em torno de US$ 20, enquanto produtos ocidentais custariam o triplo.

Clareador de olheiras coreano

Essa matéria foi baseada na reportagem da Revista UOL sobre K-beauty: matéria completa aqui

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