Korean brands are catering to Gen Z with mini-size K-beauty products! The smaller versions let young consumers try before they buy, making it easier to discover their perfect skincare routine.
South Korean beauty brands are making smaller products to appeal to Generation Z and Alpha consumers. These modern buyers want to try out beauty products without breaking the bank.
A change in sales landscape
Daiso, a well-known discount retailer, has experienced a significant increase in cosmetic sales during the first ten months of this year. Basic skincare products showcased a remarkable 240% growth and color cosmetics surging by 130% compared to the same period last year.
Daiso’s cosmetic offerings are characterized by their compact sizes and affordable prices, with a price cap of 5,000 won.
This trend of mini size K-beauty products is gaining traction across various retail channels. For instance, Aekyung Industrial’s mini-sized A-Solution Houttuynia Cordata Calamine Spot Treatment (10ml), introduced in Daiso in August, sold out swiftly.
Additionally, VT’s popular Cica serum, which was previously in short supply due to high demand. It is now available at Daiso in sets of six to eight pouches of 2ml each.
A shift in consumer behavior
The evolving consumer preferences are particularly pronounced in the online retail landscape. Musinsa, a prominent fashion e-commerce platform, has observed a significant surge in search queries for “mini tint” by 10.3 times and “mini cushion” by 7 times compared to the same month last year.
According to a Musinsa representative, the popularity of these compact products stems from their portability and the ability of consumers to experiment with diverse colors and formulations without the financial commitment associated with larger products.
Mini bobusang
The trend has even given birth to a new term – “mini bobusang” – which describes young consumers who carry multiple mini-sized makeup products in their small bags.
Convenience stores are also getting into the mini cosmetics game. GS25 has launched travel-sized versions of popular products, like Mediheal’s moisturizing and tea tree pads in two-piece packages. It seems like this strategy is working. Sales of Mediheal’s two-piece pad products at GS25 jumped 124% in the second month after they launched compared to the first month.
Why the change in consumer behavior?
Beauty experts say this is because younger people are different from older people. Hong Heejung, a senior beauty and fashion researcher at Euromonitor, said, “Unlike older people who trust products they’ve used for years, younger people are more into trying new things.”
Hong added, “They like to try small sizes, like perfumes under 10ml, before they buy full-sized products.”
This is a change from how people usually buy things. They either buy one-time luxury items for immediate pleasure or they buy the cheapest thing they can find.
How do mini-size K-beauty products impact you?
Well, now you can also try new K-beauty products without breaking the bank. And if you like the product, you can get a bigger pack size. It also helps in testing products whether or not they suit your skin.
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