In Seoul's vibrant Seongsu neighborhood, foreign tourists crowd outside CJ Olive Young's flagship beauty concept store, eager for personalized skincare diagnostics and recommendations. A recent morning saw visitors lining up before the store opened, drawn not by product launches or celebrity appearances, but by the chance to experience K-beauty firsthand. Beauty enthusiasts, including a young woman from Hong Kong and an Indian tourist, seek immersive consultations tailored to their unique skin tones and preferences, highlighting the shift from mere shopping to comprehensive beauty experiences.
This transformation is significant, with 93% of CJ Olive Young's beauty service users being tourists. The rise in demand for personalized experiences is fueled by social media platforms like TikTok and Xiaohongshu, where influencers showcase these services. As a result, foreign visitors have made these interactive beauty experiences essential stops on their itineraries, looking for the elusive 'glass skin' aesthetic popularized by K-drama stars and K-pop idols. The beauty industry in Korea is evolving towards immersive, high-touch services that resonate deeply with international tourists, blending storytelling, data, and customization into dynamic consumer experiences.