When cosmetics groups’ executives survey the Asian market, it is the South Korean woman’s beauty regime that gets them excited, writes Scheherazade Daneshkhu.
She spends 30-40 minutes at night on skincare, using 10-11 products. That compares with the typical French woman who uses only three products in three to 10 minutes a night.
The Korean beauty ritual has parallels among other Asian women, so the potential to sell multiple products is higher in Asia than in other regions.
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