Seven of the top ten brands in L2’s Digital IQ Index: Beauty | Korea are local, and Genius brand Bobbi Brown was one of the few to beat the odds. The New York-based took second place after Etude House, due to a strategy of customizing content and brand pages Korean consumers. Bobbi Brown is one of five global brands that experiment with local social media platform KakaoStory. It also localizes and translates its Facebook, Twitter, and YouTube content for Korean consumers.
Bobbi Brown also has a strong local e-commerce strategy, with top-performing Korean e-commerce sites for mobile, tablet and desktop. The brand has also navigated the Korean search landscape well, with effective SEO/SEM strategies across local engines.
L’Occitane and The Body Shop were the other global brands that made it to the top ten. L’Occitane is one of the best performing brand on local search engine Naver (which owns 83% of search in Korea) and The Body Shop is one of four brands using Naver Checkout, proving once more that expertise in local platforms is key to winning in the Korean Beauty market.