K Beauty Fair Looks to Russia for Much-needed Diversification

SEOUL — Last week, Intercharm Beauty Expo, a major South Korean beauty trade show, took place in Seoul, at Coex Convention and Exhibition Centre in Seoul’s major commercial district, Gangnam.
The three-day event featured a diverse array of Korean skin care, with more than 100 local brands exhibiting products. A major addition to this year’s event was the Russian pavilion showcasing major Russian skin-care brands, as well as the noticeable numbers of Russian buyers.
The event also marked the 15th edition of the fair, and more importantly, the rebranding and relaunch of Intercharm Beauty Expo Korea, formerly known as Beauty Expo Korea, and its new partnership with Russian cosmetics trade show organizer, Intercharm Professionals.
The South Korean organizer of the event, Reed K. Fairs Exhibitions, who also partnered with local exhibition and convention company Seoul Messe International, said the key reason for linking with Russia was the Korean cosmetics industry’s need to diversify, especially in the aftermath of South Korea’s tensions with China over its deployment of the Terminal High Altitude Area Defense antiballistic missile system.
South Korea saw a huge fall in Chinese tourism, Chinese tourist-related domestic retail sales, and experienced issues in exporting its cultural content to China

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Source: http://wwd.com/beauty-industry-news/beauty-features/k-beauty-fair-looks-to-russia-for-much-needed-diversification-11061404/

This entry was posted on December 5, 2017. Bookmark the permalink.