The Korean skincare conquest : A qualitative study about Korean skincare product's popularity in France

Abstract: France is an important actor in the cosmetic industry with famous brands like Dior, L'Oreal, or Yves Rocher. Hence, the French cosmetic industry attracts consumers thanks to its historical experience, the acknowledged quality of its products, or the luxury image these brands suggest. Other countries also have a leadership position in this industry through their brands. Recently, brands from South Korea appeared in the French market, especially with skincare products. Nowadays, South Korean skincare products are sold in French stores and are becoming popular among French consumers.  This study is focusing on the development of South Korean skincare products and their recent arrival. Through the past years, those products became popular, even if they were in direct competition with historically French competitive brands. We will explain and develop this phenomenon through our research. We will focus on skincare products, that are a cosmetics subcategory that concentrates on the protection and health of consumer skin. Therefore, this study investigates the explanations of this growing popularity in France with the following research question:  Why are Korean skincare products becoming more popular among French Consumers?  During our literature review, we first learned about the global innovation strength of South Korea, including in the cosmetic industry. Also, we discovered the importance of beauty in South Korea, which is part of their culture. One can notice that by analyzing the cosmetic and beauty surgery industry. Finally, previous studies also discussed the consumer side, especially their loyalty to specific brands, resulting in a strong entry barrier.  Our qualitative research aims to fill gaps in the literature review and shed light on the Korean brand's success factors in the French market through a qualitative study. Thanks to the interviews of six professionals and seven consumers, we discovered and analyzed consumer behavior, skincare product perceptions, and Korean brand strategies.  Thanks to both primary and secondary data, we succeeded in bringing together diverse visions and creating a framework to answer our research question.  Findings indicate three positive factors explaining the actual growing popularity. The first factor is related to the Korean beauty culture and the innovation ability of Korean brands, inspiring French brands and indirectly educating consumers. The second factor is related to Korean brand image and distributor strategies. Finally, the profile and expectations of the consumers also played a positive role.  Keywords: French market, Korean brands strategies, skincare, French consumers profile, consumer behavior, skincare product perceptions,