In addition to being Korea’s dominant search engine (83% market share), Naver provides content hubs where brands can curate and post content. So far, not many beauty brands are taking advantage of these offerings. Only 20% are present on Naver Blog and just 8% are present on Naver Café. Yet, Naver Blog has provided a lot of traffic for whose who have posted, according to L2’s Digital IQ Index: Beauty | Korea. Bobbi Brown counted 2.1 million visits to its Naver Blog site as of August 2014, a 46% increase since February 2013.
Global brands present on the platform have been able to maintain large following. Benefit Cosmetics has the highest number of followers, 5,728, and Bobbi Brown follows closely with 4,465.
Naver Café, however, is a mixed bag. Followers of LaNeige and Origins dropped by 8% and 7% respectively between February of 2013 and August of 2014. Meanwhile, L’Occitane followers increased by 6%, and Etude House boasts 442,000 total views for its videos on Naver TVcast.