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.

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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.

text-1 (9)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.


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