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Western cartoon characters adorn beauty products

  • Published : Apr 7, 2015 - 16:56
  • Updated : Apr 7, 2015 - 16:56

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K-pop group Apink's Son Na-eun models for cosmetics brand Peripera, which has launched a collaborative makeup range with Disney's animation "Frozen." (Peripera/Disney)
Korean female shoppers are well known for their inclination toward cute and creative product packaging, and there are fewer places this is more evident than in the cosmetics industry, which is borrowing iconic Western cartoon characters to market its products.

Cosmetics brand Espoir, owned locally by cosmetics firm AmorePacific Group, launched a collaborative line in December with the Belgian comic strip "The Smurfs."

The brand has a range of makeup palettes and lipsticks, among other beauty products, emblazoned with the blue-skinned cartoon characters.

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New makeup and nail cosmetics brand LAPCOS has released a Snoopy-themed collection together with the iconic American comic strip "Peanuts." (LAPCOS)
Peripera, another local cosmetics brand, launched not one but two collections in May and December taking advantage of the stratospheric success of the Disney animation "Frozen."

Consumers can purchase hand creams with snowman Olaf's face on the packaging or opt for eyeshadow palettes and compacts with snow queen Elsa or her sister Anna embellished on the cases.

New cosmetics brand LAPCOS is also gaining attention for a Snoopy-themed collaborative range with U.S. comic strip "Peanuts."

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Cosmetics brand Espoir, owned locally by beauty empire AmorePacific Group, launched a makeup range in partnership with Belgian comic strip "The Smurfs." (Espoir)
Local media commented last month that choosing cartoon characters to market cosmetics products is a "fail-proof" marketing strategy.

"Collaborations with (famous) characters (help) products appeal to a wide consumer base," noted one local media outlet on the "kidult" phenomenon. "By choosing just one character, (cosmetics brands) can target a wide age group spanning teens and women in their 20s."

By Yoon Sarah (sarah356@heraldcorp.com)