More than a third of Chinese consumers regard brand sites as official information channels, making it imperative for Beauty brands to invest in comprehensive localized sites. While Korean brands have traditionally had less sophisticated Chinese sites than many of their counterparts, this year saw them investing heavily in e-commerce, customer service, and content elements.

Korean Beauty brands made more site investments this year than domestic or Western companies, according to L2’s Insight Report: The Rise of Korean Brands. Video was the most common addition, with 50% more brands featuring it on their sites.

Site investments

Meanwhile, local brands are not prioritizing site investment. Instead, they have focused on popular beauty communities and social media platforms. One exception is on-site sampling, which both local and Korean brands use to grow their customer databases and encourage trials.


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