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Why are South Korean Cosmetics Sales Stagnant in China?

South Korean Cosmetics Brands are positioned as affordable products in China, however in recent years efficacy and quality issues have dented consumer confidence and negatively impacted sales. South Korean cosmetics brand marketing strategies are not localized. Chinese Daigou trading activities are also impacting the sector.

According to a recent Euromonitor report, the size of the Chinese cosmetics market reached US$62 billion in 2018 [1]. Interestingly growth in the South Korean cosmetics segment remained flat.

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