"K-Beauty Meets Vogue"... KOTRA Hosts 'K-Beauty in Europe'

Web Seminar, Online Unboxing, Business Video Consultation, and More 진행

KOTRA held the 'K-Beauty in Europe 2020' event in Amsterdam, Netherlands, from the 29th of last month to the 5th of this month. On the 5th, Vogue Netherlands officials and local influencers in Amsterdam, Netherlands, experienced and promoted K-Beauty products.
(Photo by KOTRA)

[Asia Economy Reporter Kim Ji-hee] KOTRA, in collaboration with the Korea Cosmetic Industry Institute, announced on the 6th that it held the 'K-Beauty in Europe 2020' event in Amsterdam, Netherlands, from the 29th of last month to the 5th of this month. To target the European market, KOTRA partnered with the global magazine 'Vogue Netherlands' to conduct programs such as webinars, online unboxing, and business video consultations.

Starting in Paris, France in 2017, the 'K-Beauty in Europe' event marked its fourth edition this year, with 22 small and medium-sized enterprises participating. Our companies provided opportunities for European local buyers and consumers to experience K-Beauty using samples and promotional videos.

At the webinar on the 29th, the latest K-Beauty trends were introduced, including products incorporating artificial intelligence (AI) and items made with eco-friendly materials. Additionally, an online event featured 20 local influencers and journalists unboxing Korean company products while explaining them.

Linker Chepkema, editor of Vogue Netherlands, commented, "K-Beauty is not only futuristic but also technologically ahead of Europe, which was surprising."

From the 4th, a two-day online export consultation was held, with 82 buyers from 16 European countries participating. Major local distributors such as New Flag in Germany, Tradegate in Spain, Cosmetry in Austria, Etos in the Netherlands, and Bijenkorf engaged in purchase consultations for K-Beauty products.

On the 5th, the event concluded with a Vogue subscriber event. Participants experienced products firsthand with influencers and enjoyed an online music performance.

Lee Gil-beom, head of KOTRA's Europe Regional Headquarters, said, "Europe is the global central market where major beauty brands compete fiercely. We will support our companies by introducing various marketing methods to elevate the status of K-Beauty and enable Korean products to create new trends."

This content was produced with the assistance of AI translation services.