Cosmetics products, and beauty trends have gone hand in hand for thousands of years. As time went on, the definition of beauty changed and so have cosmetics and beauty products. In the present time, although the definition of beauty shares its similarity globally, each culture developed their own unique beauty trend. With the increasing popularity of K-POP and K-Drama, K-Beauty (Korean Beauty) has gained global popularity.
Korean beauty has its roots from Korea’s long history of healthcare. For centuries, Koreans have been mindful of the nutritional value of their food and how it affected their health and longevity. This has created the foundation for the values of K-Beauty; to maintain youth. Over the years, Koreans have nurtured a culture that values skin care to a great extent. The average skin care routine will involve multiple cosmetic products, a healthy diet, along with a healthy lifestyle.
Among the many local cosmetic brands of Korea, Bucketgram is one that stands out as they value what was mentioned above. Many of their products cater towards those who are mindful of their health. Their “On s’aime, on t’aime” line was created with the goal of supporting the metabolic process by properly supplying suitable nutrients to the body. Above that, they provide supplement products that are dedicated to specific parts of our body such as the liver, or the upper and lower intestines. Their awareness to these values is reflected by their success.
Recently in Korea, live commerce has been rapidly growing as the pandemic pushed the digital era. Bucketgram did not miss this opportunity. Bucketgram’s Grace Choi was featured on the popular live commerce show, “Flying Aesthetic.” Within an hour, Bucketgram was able to sell $250,000 (USD) worth of products. The producer of the show commented that prior to Bucketgram, the commerce show was unsuccessful 8 times. From this experience the producer discovered that the three success criterias for a live commerce broadcast are as follows: a well advertised platform, the use of a well known influencer, and a desirable/marketable product.
Because Bucketgram was able to meet all three criterias, they were able to find success with the live broadcast.
Cory Yi
Asia Journal
