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Cosmetics with licensed characters appeal to Korean ‘kidults’

By Shin Ji-hye

  • Published : Jul 8, 2015 - 16:42
  • Updated : Jul 8, 2015 - 16:42

Korean cosmetics companies are putting out products based on licensed characters, targeting adults interested in animation and mobile emoticon.

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(LG Household & Healthcare)


Adult consumers avidly consuming animation and other fun-oriented stuff -- dubbed “kidults” -- are gaining influence in Korea‘s beauty, fashion and IT industries.

In the beauty sector, LG Household & Healthcare’s makeup brand VDL unveiled in May its summer collection “VDL Kakao Friends collection” in partnership with a leading Internet portal Daum Kakao.

AmorePacific’s cosmetics brand Aritaum also recently rolled out new products in partnership with Nickelodeon‘s SpongeBob while local beauty brand Olive Young launched “I‘m the Real SHREK Pack” late last year.

By Shin Ji-hye (shinjh@heraldcorp.com)