Entering Finnish beauty market : high-end Korean cosmetics brands
Nguyen, Huyen (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024123038195
https://urn.fi/URN:NBN:fi:amk-2024123038195
Tiivistelmä
This thesis examines the potential for Korean beauty products (K-beauty) to successfully enter the Finnish beauty market. K-beauty has gained global recognition for its innovative skincare formulations, use of natural ingredients, and emphasis on long-term skin health. The research investigates how these qualities, combined with the influence of Korean culture and trends, align with the preferences of Finnish consumers.
The study is based on a mix of qualitative and quantitative methods, including market analysis, consumer surveys, and case studies of K-beauty brands in Western markets. Findings reveal that Finnish consumers value sustainability, high-quality skincare, and minimalism, which align well with the strengths of K-beauty. However, challenges such as cultural differences, market competition, and the need to simplify skincare routines for local consumers were also identified.
To overcome these barriers, the research recommends strategies such as using social media marketing, partnering with Finnish influencers, and educating consumers about the benefits of K-beauty products. This thesis provides valuable insights for K-beauty brands looking to expand into niche European markets and contribute to their international growth.
The study is based on a mix of qualitative and quantitative methods, including market analysis, consumer surveys, and case studies of K-beauty brands in Western markets. Findings reveal that Finnish consumers value sustainability, high-quality skincare, and minimalism, which align well with the strengths of K-beauty. However, challenges such as cultural differences, market competition, and the need to simplify skincare routines for local consumers were also identified.
To overcome these barriers, the research recommends strategies such as using social media marketing, partnering with Finnish influencers, and educating consumers about the benefits of K-beauty products. This thesis provides valuable insights for K-beauty brands looking to expand into niche European markets and contribute to their international growth.