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Local Brands Outshine Foreign Counterparts In E-commerce, Market Report Shows

April 15, 2015: 12:00 AM EST
Etude House is South Korea's number 1 personal care company in terms of performance in e-commerce and digital platform, according to L2's Digital IQ Index: Korea Beauty report. Data revealed local beauty and skincare brands dominated the country's e-commerce scene. Bobbi Brown is ranked number 2, helped by its e-commerce strategy emphasizing regionalization, with content on site and social platforms translated and localized for Korean customers. With the fastest-growing fan base on Kakao-Talk, Skin Food has grabbed the number 3 spot on the list. Tied at the fourth place are Laneige, which uses product personalization to drive customer loyalty and engagement, and The Face Shop, which has the largest fan base among the brands on the list.
Homa Zaryouni, "The 10 Most Digitally Savvy Beauty Brands in Korea", L2 Think Tank, April 15, 2015, © L2 Think Tank
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