KOREA: A NEW DESIGN DIRECTION

摘要

The East versus West power struggle for brand supremacy has always been particularly evidenced in the beauty and personal care sector, with both territories offering highly desirable differences. However — perhaps largely driven by the access offered by both travel and technology - this has now leveled off. The West is no longer coveting the kooky brands and pop culture design populated in the East. And, in turn, the East is no longer looking to us for the premium and prestige brands. But the speculation that the East could start to take the lead globally is not only starting to happen but is being driven from just one new and highly creative beauty innovation hub: Korea.