Olive Young Awards 2020

[Update: The post on the 2021 Olive Young Awards is now online]

Olive Young is undeniably the most popular beauty and health retailer in Korea. With a reported market share of over 70% this year (source), Olive Young represents the ultimate source to understand the habits and patterns of Korean beauty consumers.

Every November, the retailer holds the “Olive Young Awards”, an event that celebrates the top-selling products of the year. These beauty awards are considered especially important in the Korean Beauty Industry, as they capture the real preferences of Korean consumers.

Due to the Covid-19 pandemic, this year the awards were held online for the first time in the history of the competition. To make the digital ceremony more engaging, from November 23 to December 30, representatives of Olive Young will introduce the winning products to the public through a series of live events on the retailer’s social media channels.

2021 Korean Beauty Trends

Based on the results of the 2020 Awards, Olive Young identified 6 trends that will define the Korean beauty market in the year to come. Undoubtedly, the Covid-19 pandemic was a key driver behind these trends, with an increasing number of Korean consumers focusing on health and wellness, and adopting a more conscious approach to beauty.  As it’s often the case with Korean trend forecasting, Olive Young summarised the 6 beauty trends using an acronym: M-O-V-I-N-G. 

“MOVING” serves both as an acronym, in which each letter reflects a different beauty trend, and as the general keyword that is expected to drive the Korean beauty industry in 2021.

“M” – Mask Beauty

Compulsory mask-wearing had a significant impact on the Korean beauty market. In skincare, we saw an increasing demand for soothing products to target skin irritation caused by prolonged mask-wearing. Olive Young revealed that in 2020 the sales of skincare products containing Panthenol, Tea Tree, Centella Asiatica and Houttuynia Cordata increased by 30 percent compared to last year.

In terms of make-up, the mandatory use of face masks led to the popularity of lightweight products with long-lasting, transfer-proof formulas. This is especially evident when we look at the 파데프리 (Founda-Free) trend that took over Korea this year.

(I talked about this trend in my video on Post-Covid K-Beauty Trends)

“O” – Omni-Channel

Self-isolation and social distancing measures related to the Covid-19 pandemic, also resulted in a growing demand for on-demand delivery services. In 2018, Olive Young introduced Today’s Dream (오늘드림), and instant, on-demand delivery service that allows users to receive their online shopping within three hours of ordering.

Following the pandemic, Olive Young shared that the number of orders placed using this service increased 10 times year-on-year. At the same time, the retailer is currently increasing their offline presence in small residential areas to meet the demand for quick and easy shopping. These areas have recently been dubbed by Korean media ‘슬세권‘ (slipper areas), and they describe small neighborhoods where residents can shop for daily essentials near their homes (they’re called “slipper areas” because residents often leave their houses still wearing slippers).

“V” – Value Consumption 

In recent years, we saw a major rise in ethical consumerism in Korea. The trend was reported for the first time in 2017, when the Seoul Consumer Trend Analyst Centre published the 2018 edition of “Trend Korea”. In the book, which is widely considered to be the bible of trend forecasting in Korea, the organisation introduced the concept of “Meaning Out”, a term used to describe the act of openly sharing one’s political values through consumption patterns.

This year, the trend was particularly strong, with many Korean Beauty brands seeking international vegan or organic certifications.

“I” – Inner Beauty

Concerns about coronavirus led to an increasing focus on health and wellbeing in Korea, with consumers actively seeking for products to boost their immune system. Olive Young reported that this year, the sales of health foods and dietary supplements increased by 34% compared to 2019. Along with products to improve body immunity, there was also a significant demand for skin supplements containing collagen or hyaluronic acid.

“N” – No-Harm

Covid-19 made consumers acutely aware of the importance of personal hygiene. In Korea, this led to a rising popularity of products related to sanitation and hygiene, ranging from hand sanitizer to mouth wash. Olive Young reported there was a particular emphasis on dental health in 2020, with sales of oral care products doubling compared to last year.

“G” – Gap-Less

Lastly, the retailer observed that beauty is gradually bridging the gap between genders and generations. Stressful lifestyles and poor diets are boosting the sales of anti-aging cosmetics and hair-loss treatments among young generations, while men are becoming increasingly more interested in make-up and grooming.

Olive Young Awards 2020 Winner List:

Below the 100 winning products.

hUse my code ODILEMONOD1 on Olive Young Global to get 5% off your order

CATEGORY: SKIN / TONERS

First place: 🇰🇷 Round Lab – 1025 Dokdo Toner (SHOP)
Second place: 🇰🇷 Goodal – Green Tangerine Vita C Toner Pad (SHOP)
Third place: 🇫🇷 Avène – Gentle Toning Lotion (SHOP)
Olive Young’s pick: 🇰🇷 Laneige – Cream Skin Refiner (SHOP)

CATEGORY: ESSENCE / SERUM

First place: 🇰🇷 Isoi – Blemish Care Serum II (SHOP)
Second place: 🇰🇷 Goodal – Green Tangerine Vita C Dark Spot Serum (SHOP)
Third place: 🇰🇷 CNP Laboratory – Propolis Energy Ampoule (SHOP)
Olive Young’s pick: 🇰🇷 9wishes – Hydra Skin Ampoule Serum (SHOP)

CATEGORY: CREAM

First place: 🇰🇷 Dr.G – R.E.D. Blemish Clear Soothing Cream (SHOP)
Second place: 🇩🇪 Physiogel – Daily Moisture Therapy Facial Cream (SHOP)
Third place: 🇰🇷 Aestura – Atobarrier365 Cream (SHOP)
Olive Young’s pick: 🇰🇷 Dr. Jart+ – Cicapair Cream (SHOP)

CATEGORY: MASK PACK

First place: 🇰🇷 Mediheal – Teatree Care Solution Essential Mask REX (SHOP)
Second place: 🇰🇷 Dreamworks – I’m The Real Shrek Pack (SHOP)
Third place: 🇰🇷 Abib – Gummy Sheet Mask Heartleaf Sticker (SHOP)
Olive Young’s pick: 🇰🇷 I’m From – Honey Mask (SHOP)

CATEGORY: CLEANSING

First place: 🇫🇷 Bioderma – Sensibio H20 (SHOP)
Second place: 🇰🇷 Manyo Factory – Pure Cleansing Oil (SHOP)
Third place: 🇰🇷 Round A’Round – Green Tea Pure Cleansing Foam (SHOP)
Olive Young’s pick: 🇰🇷 Round Lab – 1025 Dokdo Cleanser (SHOP)

CATEGORY: SUNCARE

First place: 🇰🇷 Dr. G – Green Mild-Up Sun SPF50+/ PA++++ (SHOP)
Second place: 🇰🇷 Cell Fusion C – Laser Sunscreen 100 SPF50+/PA+++ (SHOP)
Third place: 🇰🇷 Dr. G – Brightening Up Sun+ SPF50+ / PA++++ (SHOP)
Olive Young’s pick: 🇫🇷 La Roche-Posay – Uvidea XL Tone-Up Cream (SHOP)

CATEGORY: ANTI-AGING

First place: 🇰🇷 Manyo Factory – Bifida Biome Complex Ampoule (SHOP)
Second place: 🇰🇷 Botanic Heal BoH – Probioderm Repair Lifting Cream (SHOP)
Third place: 🇰🇷 Dr. G – Royal Black Snail Cream (SHOP)
Olive Young’s pick: 🇰🇷 Hanyul – Yuja Sleeping Mask (SHOP)

CATEGORY: LIP MAKE-UP

First place: 🇰🇷 3CE – Velvet Lip Tint (#Daffodil) (SHOP)
Second place: 🇰🇷 Peripera – Ink Airy Velvet (#007 Heart Grapefuit) (SHOP)
Third place: 🇰🇷 Wakemake – Watery Tok Tint (#02 Grapefruit Water) (SHOP)
Olive Young’s pick: 🇰🇷 Lilybyred – Mood Liar Velvet Tint (#06 Fatal Pomegranate) (SHOP)

CATEGORY: MASCARA / EYELINER

First place: 🇰🇷 Clio – Kill Lash Superproof Mascara (#01 Long Curling) (SHOP)
Second place: 🇺🇸 Maybelline – The Colossal Waterproof Mascara (SHOP)
Third place: 🇰🇷 Clio – Waterproof Pen Liner Kill Brown Original (#002 Brown) (SHOP)
Olive Young’s pick: 🇰🇷 Etude House – Lash Perm Curl Fix Mascara Long & Curl (#Black) + Dr. Mascara Fixer Set (SHOP)

CATEGORY: BASE MAKE-UP

First place: 🇰🇷 Clio – Kill Cover Founwear Cushion 20SS Limited Edition (#002 Lingerie) (SHOP)
Second place: 🇰🇷 Espoir – Pro Tailor Be Glow Cushion (#2 Ivory) (SHOP)
Third place: 🇰🇷 Clio – Kill Cover Glow Cushion 20SS Limited Edition (#002 Lingerie) (SHOP)
Olive Young’s pick: 🇰🇷 Giverny – Milchak Cover Foundation (#21 Light Beige) (SHOP)

CATEGORY: COLOUR MAKE-UP

First place: 🇰🇷 Too Cool For School – Art Class By Rodin Shading (SHOP)
Second place: 🇰🇷 Clio – Pro Eye Palette (#002 Brown Choux) (SHOP)
Third place: 🇰🇷 3CE – Multi Eye Colour Palette (#Overtake) (SHOP)
Olive Young’s pick: 🇰🇷 Espoir – Real Eye Palette (#1 Peachy Like) (SHOP)

CATEGORY: BODY MOISTURISER

First place: 🇺🇸 Cetaphil – Moisturising Lotion (SHOP)
Second place: 🇰🇷 Illiyoon – Ceramide Ato Lotion (SHOP)
Third place: 🇰🇷 Derma:B – Daily Moisture Body Lotion (SHOP)
Olive Young’s pick: 🇺🇸 Body Fantasies – Signature Wedding Day Body Spray (SHOP)

CATEGORY: HAND MOISTURISER

First place: 🇩🇪 Kamill – Hand & Nail Cream Classic (SHOP)
Second place: 🇰🇷 Duft&Soft – Sophy Soapy Nourishing Hand Cream (SHOP)
Third place: 🇰🇷 Dr. Jart+ – Ceramidin Hand Cream (SHOP)
Olive Young’s pick: 🇰🇷 Bring Green – Tea Room Hand Cream (#Flower Tea) (SHOP)

CATEGORY: LIP CARE

First place: 🇫🇷 Bioderma – Atoderm Lip Stick (SHOP)
Second place: 🇫🇷 Uriage – Stick Lèvres (SHOP)
Third place: 🇺🇸 Burt’s Bees – Pink Grapefruit Lip Balm (SHOP)
Olive Young’s pick: 🇩🇪 Bepanthol – Lip Cream (SHOP)

CATEGORY: SHAMPOO

First place: 🇰🇷 Dr.FORHAIR – Folligen Shampoo (SHOP)
Second place: 🇰🇷 Aromatica – Rosemary Scalp Scaling Shampoo (SHOP)
Third place: 🇨🇭 Rausch – Coltsfoot Anti-Dandruff Shampoo (SHOP)
Olive Young’s pick: 🇰🇷 Labo-H – Hair Loss Relief Shampoo (Scalp Strengthening) (SHOP)

CATEGORY: HAIR CARE

First place: 🇰🇷 Mise-en-scène – Perfect Original Serum (SHOP)
Second place: 🇰🇷 Moremo – Water Treatment Miracle 10 (SHOP)
Third place: 🇫🇷 L’Oréal – Total Repair 5 Instant Miracle Hair Treatment (SHOP)
Olive Young’s pick: 🇰🇷 Jennyhouse – Self-Up Volume Treatment (SHOP)

CATEGORY: HAIR COLOURING

First place: 🇰🇷 Mise-en-scène – Hello!! Bubble (#6N Choco Brown) (SHOP)
Second place: 🇰🇷 eZn – Creamy Hair Bleach (SHOP)
Third place: 🇯🇵 Freshlight – Cool Black (SHOP)
Olive Young’s pick: 🇫🇷 L’Oréal –  Excellence Crème (#6.30 Golden Dark Blonde) (SHOP)

CATEGORY: MEN’S CARE

First place: 🇰🇷 Botanic Heal BoH – Perfect All In One (SHOP)
Second place: 🇰🇷 Grafen – Triple Handsome Lip Balm (SHOP)
Third place:🇰🇷 Dashu – Daily Volume Up Curl Cream (SHOP)
Olive Young’s pick: 🇰🇷 XTM – All in One Cushion (SHOP)

CATEGORY: FRAGRANCE

First place: 🇺🇸 Clean – Warm Cotton EDP (SHOP)
Second place: 🇺🇸 John Varvatos – Artisan EDT (SHOP)
Third place: 🇫🇷 Lanvin – Éclat D’Arpège EDP (SHOP)
Olive Young’s pick: 🇺🇸 Ariana Grande – Sweet Like Candy EDP (SHOP)

CATEGORY: PATCHES / BLEMISH CARE

First place: 🇰🇷 Olive Young – Care Plus Scar Cover Spot Patch (SHOP)
Second place: 🇰🇷 Acropass – Trouble Cure (SHOP)
Third place: 🇰🇷 Easyderm Beauty – Easyderm Beauty 69 Patches (SHOP)
Olive Young’s pick: 🇰🇷 Isoi – Acne Dr. 1st Speedy Patch & Spot Special Set (SHOP)

CATEGORY: WEIGHT LOSS

First place: 🇰🇷 Grn+ – Before Green Light Garcinia 12+ + After Green Light Green Tea Catechin 7+ (SHOP)
Second place: 🇰🇷 Sery Box – Seryburn Night (SHOP)
Third place: 🇰🇷 Lemona – Kalo-Stop (SHOP)
Olive Young’s pick: 🇰🇷 Sery Box – Seryburn Day Triple (SHOP)

CATEGORY: ORAL CARE

First place: 🇺🇸 TheraBreath – Fresh Breath Oral Rinse (SHOP)
Second place: 🇹🇭 Dentiste – Perfect Gum & Tooth Protection (SHOP)
Third place: 🇺🇸 Listerine – Cool Mint (SHOP)
Olive Young’s pick: 🇰🇷 Rucipello – Mystic Forest Toothpaste (SHOP)

CATEGORY: FOOD SUPPLEMENTS

First place: 🇰🇷 Lacto-Fit – Probiotics Gold (SHOP)
Second place: 🇺🇸 Centrum – Multivitamin (#For Women) (SHOP)
Third place: 🇰🇷 BB Lab – Small Molecular Fish Collagen (SHOP)
Olive Young’s pick: 🇩🇪 Orthomol – Immun Multivitamin & Minerals (SHOP)

CATEGORY: FEMININE PRODUCTS

First place: 🇫🇷 Uriage – Gyn-Phy Daily Feminine Mild Gel (SHOP)
Second place: 🇰🇷 Aromatica – Pure & Soft Balancing Feminine Wash (SHOP)
Third place: 🇰🇷 Dionel – Secret Love Black Edition Eau de Parfum (SHOP)
Olive Young’s pick: 🇰🇷 Goongbe – Soothing Sensitive Wash (SHOP)

CATEGORY: BEAUTY ACCESSORIES

First place: 🇺🇸 Real Techniques – Miracle Complexion Sponges (SHOP)
Second place: 🇰🇷 Fillimilli – V Cut Foundation Brush 822 (SHOP)
Third place: 🇰🇷 Fillimilli – Eye Make-Up Brush Set (5 pieces) (SHOP)
Olive Young’s pick: 🇰🇷 Wiggle Wiggle – Silicone Face Cleanser (SHOP)

CATEGORY: CLEAN BEAUTY

First place: 🇰🇷 Be Plain – Greenful pH Balanced Cleansing Foam (SHOP)
Second place: 🇰🇷 Round Lab – Birch Juice Moisturizing Cream (SHOP)
Third place: 🇰🇷 Round A’Round – Green Tea Cica Sun Lotion (SHOP)
Olive Young’s pick: 🇰🇷 Abib – Heartleaf Essence Calming Pump (SHOP)

CATEGORY: INNER BEAUTY FOOD

First place: 🇰🇷 TEA:treat – Fox Tea (SHOP)
Second place: 🇺🇸 Taylor – Prune Deep Water (SHOP)
Third place: 🇰🇷 Lingtea – Lingtea Sticks (Lemon Flavour / Peach Flavour) (SHOP)
Olive Young’s pick: 🇰🇷 Ssok Cha – Ssok Cha Sticks (SHOP)

CATEGORY: RISING STAR

First place: 🇰🇷 Abib – Heartleaf Spot Pad Calming Touch (SHOP)
Second place: 🇺🇸 Urban Decay – All Nighter Make-Up Setting Fixer (SHOP)
Third place: 🇰🇷 Barber501 – Shaving Booster Balm Set (SHOP)
Fourth place: 🇸🇬 Tiger Balm – Tiger Balm Relief (SHOP)
Fifth place: 🇰🇷 Wakemake – Speedy Gel Nail (SHOP)

Check out my post on the Olive Young Awards 2019.

Source: Olive Young, Olive Young Awards Youtube Live Ceremony
Translation: © 2020 Odile Monod
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