korean beauty awards
Olive Young Awards 2020
[Update: The post on the Olive Young Awards 2021 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.
“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 Winners
Below the 100 winning products.
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CATEGORY: mascara/eyeliner
![Clio – Kill Lash Superproof Mascara [Long Curling]](https://themonodist.com/wp-content/uploads/2020/07/Clio-–-Kill-Lash-Superproof-Mascara-01-Long-Curling-300x300.jpg)
First place:
Clio – Kill Lash Superproof Mascara
(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)
![Labo-H - Hair Loss Relief Shampoo [Scalp Strengthening]](https://themonodist.com/wp-content/uploads/2022/11/Labo-H-Hair-Loss-Relief-Shampoo-Scalp-Strengthening-1-300x300.jpg)
CATEGORY: hair dye
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: 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: 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:
Kyungnam – 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)
Check out the winners of the previous editions of the Olive Young Awards.
Source: Olive Young, Olive Young Awards Youtube Live Ceremony
Translation: © 2020 Odile Monod. You may not reproduce the above translation for commercial purposes without the express written consent of the translator.
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