Korea is one of the most competitive beauty markets in the world, but we managed to successfully introduce and establish the most popular drugstore brand in Germany on the other side of the globe – keeping in mind the cultural differences.
dm-drogerie markt operates over 3,500 retail outlets across Europe, offering a wide selection of body, skin, and hair care products with more than 14,000 products available. For the first time, dm-drogerie markt is introducing its most beloved brands in South Korea. But how to position the brand so it stands out in the competitive Korean beauty market? What are the cultural differences to be aware of when launching a brand on the other side of the world? What do local consumers look for when getting to know a new brand?