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. The results of 2020 are based on the analysis of over 100 million purchase records gathered from 1 July 2019 to 30 June 2020.
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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
best SKIN / TONER
First place:
Round Lab – 1025 Dokdo Toner
Second place:
Goodal – Green Tangerine Vita C Toner Pad
Third place:
Avène – Gentle Toning Lotion
Olive Young’s Pick:
Laneige – Cream Skin Refiner
best ESSENCE / SERUM
First place:
Isoi – Blemish Care Serum Plus
Second place:
Goodal – Green Tangerine Vita C Dark Spot Serum
Third place:
CNP Laboratory – Propolis Energy Ampule
Olive Young’s Pick:
9wishes – Hydra Skin Ampoule Serum
best cream
First place:
Dr.G – R.E.D. Blemish Clear Soothing Cream
Second place:
Physiogel – Daily Moisture Therapy Facial Cream
Third place:
Aestura – Atobarrier365 Cream
Olive Young’s Pick:
Dr. Jart+ – Cicapair Cream
best face MASK
First place:
Mediheal – Teatree Care Solution Essential Mask REX
Second place:
Dreamworks – I’m The Real Shrek Pack
Third place:
Abib – Gummy Sheet Mask Heartleaf Sticker
Olive Young’s Pick:
I’m From – Honey Mask
best cleansing product
First place:
Bioderma – Sensibio H2O
Second place:
Manyo – Pure Cleansing Oil
Third place:
Round A’Round – Green Tea Pure Cleansing Foam
Olive Young’s Pick:
Round Lab – 1025 Dokdo Cleanser
best sun care product
First place:
Dr. G – Green Mild-Up Sun SPF50+/ PA++++
Second place:
Cell Fusion C – Laser Sunscreen 100 SPF50+/PA+++
Third place:
Dr. G – Brightening Up Sun+ SPF50+ / PA++++
Olive Young’s Pick:
La Roche-Posay – Uvidea XL Tone-Up Cream
best anti-aging product
First place:
Manyo Factory – Bifida Biome Complex Ampoule
Second place:
Botanic Heal BoH – Probioderm Repair Lifting Cream
Third place:
Dr. G – Royal Black Snail Cream
Olive Young’s Pick:
Hanyul – Yuja Sleeping Mask
best lip make-up product
First place:
3CE – Velvet Lip Tint [#Daffodil]
Second place:
Peripera – Ink Airy Velvet [#007 Heart Grapefuit]
![Wakemake - Watery Tok Tint [#02 Grapefruit Water]](https://themonodist.com/wp-content/uploads/2020/11/Wakemake-Watery-Tok-Tint-02-Grapefruit-Water-300x300.jpg)
Third place:
Wakemake – Watery Tok Tint [#02 Grapefruit Water]
Olive Young’s Pick:
Lilybyred – Mood Liar Velvet Tint [#06 Fatal Pomegranate]
best 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
Second place:
Maybelline – The Colossal Waterproof Mascara
Third place:
Clio – Waterproof Pen Liner Kill Brown Original [#002 Brown]
Olive Young’s Pick:
Etude House – Lash Perm Curl Fix Mascara Long & Curl (#Black) + Dr. Mascara Fixer Set
best BASE MAKE-UP product
First place:
Clio – Kill Cover Founwear Cushion 20SS Limited Edition [#002 Lingerie]
Second place:
Espoir – Pro Tailor Be Glow Cushion All New SPF42/PA++
Third place:
Clio – Kill Cover Glow Cushion 20SS Limited Edition [#002 Lingerie]
Olive Young’s Pick:
Giverny – Milchak Cover Foundation [#21 Light Beige]
best colour MAKE-UP product
![Too Cool For School – Artclass By Rodin Shading [#01 Classic]](https://themonodist.com/wp-content/uploads/2022/11/Too-Cool-For-School-–-Artclass-By-Rodin-Shading-01-Classic-1-300x300.jpg)
First place:
Too Cool For School – Artclass By Rodin Shading
Second place:
Clio – Pro Eye Palette [#002 Brown Choux]
Third place:
3CE – Multi Eye Colour Palette [#Overtake]
Olive Young’s Pick:
Espoir – Real Eye Palette [#1 Peachy Like]
best BODY CARE product
First place:
Cetaphil – Moisturising Lotion
Second place:
Illiyoon – Ceramide Ato Lotion
Third place:
Derma:B – Daily Moisture Body Lotion
Olive Young’s Pick:
Body Fantasies – Signature Wedding Day Body Spray
best HAND care product
First place:
Kamill – Hand & Nail Cream Classic
Second place:
Duft&Doft – Sophy Soapy Hand Nourishing Cream
Third place:
Dr. Jart+ – Ceramidin Hand Cream
Olive Young’s Pick:
Bring Green – Tea Room Hand Cream [#Flower Tea]
best lip care product
First place:
Bioderma – Atoderm Lip Stick
Second place:
Uriage – Stick Lèvres
Third place:
Burt’s Bees – Pink Grapefruit Lip Balm
Olive Young’s Pick:
Bepanthol – Lip Cream
best shampoo
First place:
Dr.FORHAIR – Folligen Shampoo
Second place:
Aromatica – Rosemary Scalp Scaling Shampoo
Third place:
Rausch – Coltsfoot Anti-Dandruff Shampo
Olive Young’s Pick:
Labo-H -Scalp Strengthening Shampoo
best hair care product
First place:
Mise-en-scène – Perfect Serum Original
Second place:
Moremo – Water Treatment Miracle 10
Third place:
L’Oréal – Total Repair 5 Instant Miracle Hair Treatment
Olive Young’s Pick:
Jennyhouse – Self-Up Volume Treatment
best hair dye product
First place:
Mise-en-scène – Hello!! Bubble [#6N Choco Brown]
Second place:
eZn – Creamy Hair Bleach
Third place:
Freshlight – Cool Black
Olive Young’s Pick:
L’Oréal – Excellence Crème [#6.30 Golden Dark Blonde]
best product for men
First place:
Botanic Heal BoH – Perfect All In One
Second place:
Grafen – Triple Handsome Lip Balm
Third place:
Dashu – Daily Volume Up Curl Cream
Olive Young’s Pick:
XTM – All in One Cushion
best fragrance
First place:
Clean – Warm Cotton Eau de Parfum
Second place:
John Varvatos – Artisan Eau de Toilette
Third place:
Lanvin – Éclat D’Arpège Eau de Parfum
Olive Young’s Pick:
Ariana Grande – Sweet Like Candy Eau de Parfum
best BEAUTY TOOL
First place:
Real Techniques – Miracle Complexion Sponge
Second place:
Fillimilli – V Cut Foundation Brush 822
Third place:
Fillimilli – Eye Make-Up Brush Set (5 pieces)
Olive Young’s Pick:
Wiggle Wiggle – Silicone Face Cleanser
best SKIN PATCHES / targeted treatments
First place:
Olive Young – Care Plus Scar Cover Spot Patch
Second place:
Acropass – Trouble Cure
Third place:
Easyderm Beauty – Easyderm Beauty 69 Patches
Olive Young’s Pick:
Isoi – Acni Dr. 1st Speedy Patch & Spot Special Set
best WEIGHT LOSS supplements
First place:
Grn+ – Before Green Light Garcinia 12+ + After Green Light Green Tea Catechin 7+
Second place:
Foodology – Coleology 600mg
Third place:
Kyungnam – Kalo Stop
Olive Young’s Pick:
Sery Box – Seryburn Day Triple
best oral care product
Firat place:
TheraBreath – Fresh Breath Oral Rinse
Second place:
Dentiste – Perfect Gum & Tooth Protection
Third place:
Listerine – Cool Mint
Olive Young’s Pick:
Rucipello – Mystic Forest Toothpaste
best health SUPPLEMENTS
First place:
Lacto-Fit – Probiotics Gold
Second place:
Centrum – Multivitamin [#For Women]
Third place:
BB LAB – Low Molecular Collagen
Olive Young’s Pick:
Orthomol – Immun Multivitamin & Minerals
best Feminine Hygiene Product
First place:
Uriage – Daily Feminine Mild Gel
Second place:
Aromatica – Pure & Soft Balancing Feminine Wash
Third place:
Dionel – Secret Love Black Edition Eau de Parfum
Olive Young’s Pick:
Goongbe – Soothing Sensitive Wash
best clean beauty product
First place:
Be Plain – Greenful pH Balanced Cleansing Foam
Second place:
Round Lab – Birch Juice Moisturizing Cream
Third place:
Round A’Round – Green Tea Cica Sun Lotion
Olive Young’s Pick:
Abib – Heartleaf Essence Calming Pump
best inner beauty supplement
First place:
BB LAB – Low Molecular Collagen
Second place:
Taylor – Plum Deep Water
Third place:
Lingtea – Lingtea Sticks [#Lemon Flavour / Peach Flavour]
Olive Young’s Pick:
Ssok Cha – Ssok Cha Sticks
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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