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The Chinese and Korea Beauty Market: Consumer Buying Behavior

Geoffrey Parsons

Senior User Experience Designer, EPAM Hong Kong

Sue Su

User Experience Designer, EPAM China
White Paper
  • Retail & Consumer

In December 2016, EPAM conducted ethnographic research with eight women aged 23-35 in five Chinese cities and Seoul, Korea. Participants completed a two-week study, in-depth interviews with EPAM’s Chinese and Korean researchers, and shared their aspirations, motivations, brand affinities, and shopping behaviors.

EPAM’s white paper, The Chinese and Korea Beauty Market: Consumer Buying Behavior, includes research findings that provide a detailed understanding of the customer journey for purchasing beauty products across four major milestones – Inspiration, Research, Transaction and Reflection. The white paper is focused primarily on the Chinese market but also covers the distinctions between China and Korea and the influence of Korean soft power on Chinese customers. Finally, the paper examines opportunities for companies looking to increase market share and competitiveness in the Chinese beauty market.

Large, global brands across diverse industries rely on EPAM’s strategists, user experience and visual designers, software developers and quality assurance engineers to envision, design, build and deliver digital business-focused solutions. EPAM has designed and implemented loyalty programs for world-class travel, retail and beauty brands, and has a dedicated competency center with experts on WeChat services and APIs.

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