South Korea’s cosmetics obsession makes the country an especially fruitful market for global Beauty brands. Dior recently joined the competitive scene, partnering with Korean cosmetics industry expert AmorePacific. The national fervor for Beauty products, coupled with high digital video penetration, has motivated brands to pour substantial resources into social videos tailored to local consumers.
Global brands have invested in more celebrity sponsorships in Korea than any other country, according to L2’s Intelligence Report: Video. In Q4 2014, local celebrities starred in seven of the 10 most-viewed YouTube videos and six of the 10 most-viewed Facebook videos by Beauty and Hair Care brands. While most celebrity videos were created by local brands, global brands such as SK-II and Kiehl’s produced nearly one-third of them.
This contrasts with Japan and the U.K., which also had a substantial number of Beauty and Hair Care videos featuring local celebrities. However, the study reveals that barely any were produced by global brands, although L’Oréal Paris, Clarins, Max Factor, and Benefit Cosmetics feature U.K. makeup artists in their beauty tutorials.
Leveraging the power of local influencers can dramatically boost engagement. In the U.K., 44% of the top-engaged Beauty & Hair Care videos feature local celebrities. More broadly, the most popular videos from global brands feature locally relevant content.
Many brands localize videos by repurposing TV advertisements. In the U.K., 58% of brand videos on YouTube and Facebook got their start as TV advertisements. The trend is even more prevalent in Germany, where 76% of brand videos employ the strategy. But while partnering with local influencers requires significantly more investment, brands that take the time to create truly localized content could see much higher engagement.