In a previous post, we covered how vloggers and retailers are capitalizing on the Korean Beauty (aka K-Beauty) trend. Vloggers like “The Beauty Breakdown” disperse keywords like “Korean” throughout their videos and boosted their YouTube search ranks as a result. Nordstrom and Urban outfitters have dedicated sections of their store to this Beauty sub-category to attract consumer curious about this new beauty trend.
Beauty brands leveraging the trend by developing products that match K-Beauty search terms, or bundling their products into regiments or packages that match those terms. Bobbi Brown is promoting a K-Beauty regiment with two cleansers (an oil and soap for double cleansing), a radiance boost mask, intense hydrating creams and serums. And while many of the products are not labeled Korean, they are bundled as such.
Charlotte Tilbury is using a similar, but less overt, strategy. The brand recently introduced sheet masks, a recent trend that crossed over from Korea.
Sephora introduced sleeping masks, another trend around K-Beauty.
A look at search results for Beauty brands reveals the strategy of incorporating Korean or K-Beauty keywords on site pages is effective. As shown in the L2 graph, The Beauty Breakdown achieved more organic visibility than any of the vloggers studied – even Michelle Phan.