Overview
K-Beauty’s recent wave is re-shaping the skin care category. Long known for its unique textures and multi-step routines, K-Beauty is part of a larger cultural movement, including music, movies, streaming dramas, and food, all of which resonating across demographics in the US.
In this this program, CEW will provide a historic timeline to inform and interpret what’s fueling K-beauty’s latest wave and ubiquitous appeal.
Then, we’ll explore the transformative partnerships needed to bridge market entry from the seed of innovation into a consumer’s hands (and on their face.)
Finally, brand executives from leading K-Beauty brands will discuss their U.S. distribution, marketing, and other strategies behind this latest wave of explosive growth. Trend or Transformation of a category – that is the question.
