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Jan 3, 20216 min read

Cosmetic Ingredients Report by ACTIVON Lab. Vol.07

Updated: Jan 6, 2021

1. Intro

COVID-19 Pandemic led to a huge change of the awareness of a cosmopolitan and lifestyle. It also causes influence to the consumption pattern of the cosmetic market and culture. The number of offline store user is dramatically reduced because of the overall social activity is to be limited. On the other hand, indoor activity is dramatically increased for rising indoor activity. As mask wear became mandatory, the overall sales volume of color preparation products including lip products covered with the mask decreased, but the eye makeup market expanded and products for soothing and healing skin stimulated by wearing the mask for a long time appeared. Personal hygiene was more thorough, and hand disinfectants were installed in most public places, and interest in cleaning products such as soap, body soap and shampoo increased. Moreover, as awareness of infection prevention has increased, many consumers are carefully checking how safe the ingredients of the products are and how many containers protect the contents from external contamination.

2. A change of sales method

[Live Commerce]

With COVID-19 accelerating the movement speed of the cosmetics market, which had changed from offline to online, "Live Commerce" (A compound word of Live streaming and E- commerce) is emerging as a new cosmetic shopping culture. Although it is similar to home shopping in that it purchases and sells products and services through real-time relay, live commerce has the advantage of having a much higher user participation than existing home shopping because sellers and consumers can communicate immediately through real-time chat.

[Delivery Cosmetic]

The cosmetics industry has also launched a real-time delivery service to respond positively to social structural changes in demand for non-face-to-face consumption. Olive Young's "Today's Dream" is a service that allows consumers to receive goods within three hours of placing an order. Demand for the first quarter of 2020 grew 205% compared to the fourth quarter of 2019. In addition, Misha and Tonymoly started a delivery service in cooperation with convenience stores such as B-Mart.

[Online Platform]

The cosmetics OEM and ODM industries also started to introduce online platforms because they felt that their offline-centric sales system was limited by their social distance. KOIKO Co., Ltd. has built an online B2B platform called K-Beauty Connect, which is not for overseas buyers. Korma Korea has launched Planet 147 and beauty makers have launched OEM/ODM consolidated platforms that focus on providing total services related to cosmetics production online. This has allowed brands to use cosmetics manufacturing services online from start to finish. Cosin has opened a joint platform called Cosbridge, a cosmetics raw material company-manufacturing company and research institute. It is now possible to solve everything from the traditional method of sales employees visiting companies to introducing their own ingredients to the latest ingredients' information, purchasing and distribution online through a platform.

3. A change of wearing a mask

Previously, masks were worn only at the change of seasons when fine dust and yellow dust were intense, but due to COVID-19, masks were required to be worn not only outdoors but also indoors 365 days a year, which naturally affected the consumption culture of cosmetics.

[Color Cosmetics UP/DOWN].

Sales of color preparation products covered by masks such as blusher and lipstick decreased, while sales of eye makeup products increased. Olive Young is also quickly tackling new changes in the industry, such as reorganizing its flagship products in the second half of the year to focus on eye makeup.

[Smudge-free Cosmetics]

Color preparations that have been reduced in demand due to the problem of wearing masks are compatible with the COVID-19 era using technology that does not resist moisture or mask contact. "Neo-Cushion," released by Amore Pacific's Lanez, has released cushions that do not come with masks.

[Trouble-relieving Products]

The number of consumers complaining about skin problems by wearing masks has increased, and sales of skin care products to ease the problem have increased. Sales of basic cosmetics that can soothe skin have continued to increase, and the company has launched products that can soothe skin caused by external irritation, such as cream that can soothe skin problems, and re-launch standard products that can soothe skin problems.

[Cooling Cosmetics]

In the heat of last summer, sales of cooling cosmetics that quickly lower skin temperature increased to cope with skin humidity and colorful skin by wearing masks.

4. A change of increasing indoor activity

As COVID-19 has made each house the place where people spend the most time, the pattern of cosmetics consumption has changed dramatically.

[Sunscreen]

Sales of sunscreens decreased due to a sharp decrease in travel and leisure activities and fewer exposure to ultraviolet light due to the use of masks.

[Large Capacity Cosmetics]

Due to the economic crisis caused by COVID-19, the number of consumers purchasing large-capacity or large-scale products at once has increased to reduce household expenditure. In response, the industry tends to launch larger sizes of best selling products.

[Blue Light Exposure Protection]

Due to the increase in indoor activities, the danger of blue lights from televisions, cell phones and personal computers has increased, and research focused on protecting the skin has been actively conducted. Amore Pacific has developed a clinical evaluation method for blue light skin blockade, Korma Korea has developed harmful light technology in all areas, and COMEX has applied for an extract patent effective for blue light blockade.

[Home Beauty Crew]

The number of visits to nail salons and beauty salons has decreased, sales of self-care products have increased at home, and products and services that allow self-care at home through beauty devices have increased to the standard of skin care received by experts. L'Oréal has released a service that allows consumers to directly measure their skin pH and check the results on their smartphones, and Seymour Powell has released an "Elever" makeup print. In Korea, devices such as LG Electronics' Galvanic Ion Booster, Dharma LED Neckcare, Samsung Electronics' Lulu Lab’s Lumini and Lumini Home have been released.

5. A change of sanitation awareness

COVID-19 made it easy to find finger disinfectants everywhere, and interest in soap, body soap, shampoo and foam cleansing products increased. Furthermore, the level of awareness of prevention of infection has increased, and many consumers are carefully checking how safe the ingredients of the product are when selecting cosmetics and how much contamination the container structure is exposed to during the use of the product.

[Increased interest in sanitary products]

With the demand for hygiene products related to infection prevention, such as hand sanitizers, handwashes and hand sanitizers, cosmetics companies have also begun to launch sanitary products.

ActivON

- Launched Capsule TOCTOC Hand Clean Serum

AeKyung

- After launching the sanitary goods brand 'Labccine' in October 2019, it naturally entered the market due to the COVID-19 crisis in 2020.

Amore Pacific

- Launched hand sanitizer 'Modi Spa Clean Hand Sanitizer'

- Expand Happy Bath's existing hand sanitizer product line to increase sales by 900% compared to before COVID-19.

Capsule TOCTOC hand clean serum by ACTIVON

[Products containing ingredients that help boost immunity]

Due to the prolonged use of COVID-19, interest in skin immunity increased and immunization related products increased.

GreenCross wellbeing

- Launched "BOONJA" based on NK cell culture solution to remove viruses in the body, and advanced into cosmetic business

Prostemics

- Introducing Cytovesicle, a skin immunity-enhancing ampule containing high purity, high concentration lactic acid bacteria exosomes

Dr. Jart+

- Launched the "Vital Hydra Solution Bio-Om" line with providers that produce antibacterial peptides and aid skin immune response

Ls Cosmetic

- Release of Cell Resto, a functional cosmetic based on Immunisebio's NK immunocyto culture technology.

[Clean Beauty]

As consumers become more aware of hygiene and more aware of safety, interest in cosmetic ingredients has increased, and so-called "clean beauty" products that do not contain harmful ingredients (paraben, silicon, sulfate, etc.) have generated a great response. Furthermore, the use of disposable articles and plastics by the corona 19 has emerged as environmental problems, and products using recyclable packaging materials and packaging materials printed with vegetable ink have received favorable reviews.

Sephora

-Categorize "clean at sephora" and regulate the content of harmful substances and synthetic fragrances to less than 1%

Lush Korea

-Replace all shipping packaging with environmentally friendly materials

Skingrammar

-This is a Korean-style clean beauty brand that uses all ingredients, packaging, and sub-materials of its products

ROUND A'ROUND

-Green tea mildly acidic cleansing foam. The company has sold more than 500,000 products in the first half of this year due to the increased demand for low-stimulation products for sensitive skin by wearing masks

5. Conclusion

As consumers become more aware of hygiene and more aware of safety, interest in cosmetic ingredients has increased, and so-called "clean beauty" products that do not contain harmful ingredients (paraben, silicone, sulfate, etc.) have generated a great response. Furthermore, the use of disposable articles and plastics by the corona 19 has emerged as environmental problems, and products using recyclable packaging materials and packaging materials printed with vegetable ink have received favorable reviews.

Because cosmetics have a big limitation that you have to buy them by applying them directly, it is necessary to build AR, VR, and O2O (Online-to-Offline) systems to complement them by adapting to non-face-to-face sales methods. In addition, in order to cope with the changing consumption patterns and consumer culture, it is necessary to reflect the latest trends in Dharma Cosmetics and Clean Beauty in cooperation with various fields such as pharmaceuticals, biotechnology, packaging and distribution.

Active On Co., Ltd. aims to launch 0000 in response to the rapid changes in consumers' perception of hygiene.

REFERENCES

1. CNC (Collaboration and Cosmetic) News Website http://www.cncnews.co.kr/

2. Olive Young Delivery Website https://www.oliveyoung.co.kr/

3. TETBeauthGraphy Graphy Magazine Website https://www.e-graphy.co.kr/

4. Cosmorning Website https://www.cosmorning.com/

5. Cosin Website https://www.cosinkorea.com/

6. Amore Pacific Website https://www.apgroup.com/int/ko/

7. Interbrnad Website https://www.interbrand.com/kr/

8. Korea Kolmar Website https://www.kolmar.co.kr/

9. Cosmex Website http://www.cosmax.com/

10. Aekyung Website http://www.aekyung.co.kr/KR/main/main.do