Hallyu eminence : the impact of korean cosmetics companies’ marketing strategies on the globalization of korean skincare products in France

The Hallyu Wave has swept the world by storm, from the exportation of K-dramas in China to the emergence of K-pop sensation BTS. Over the past years, interest in Korean skincare products, often known as K-beauty, has tremendously expanded into a global craze. K-beauty has made a tremendous impact on the worldwide beauty market. Its focus on innovation, natural ingredients, adorable packaging, unusual marketing strategies, and a multi-step skincare routine has resonated with beauty fans worldwide. With its continuous expansion and influence, K-beauty is projected to affect the future of skincare for years to come and shock the French beauty industry, which has historically been the country of beauty with well-established companies like L’Oréal or Yves Rocher. This study addresses the opportunity to explore the influence of Korean cosmetics businesses' marketing methods on the globalization of Korean skincare products in France, employing the leverage of the Hallyu wave. How did the Hallyu wave affect the popularity of Korean skincare products? What kind of distinctive marketing methods do Korean cosmetics firms use? What obstacles did they confront when entering the French market? Based on the current theoretical findings emphasized in the literature study and empirical findings based on a qualitative method using semi-directed interviews, this dissertation will seek to answer all these questions. The findings have implications for both academia and industry, informing future research and supporting managers in creating efficient marketing strategies for globalization.