Cosmax Vice Chairman Lee: Time to Move K-Beauty into a Premium Phase
Creatrip Team
2 months ago
Cosmax Group Vice Chairman Lee Byung-man announced the company's 2025 strategy at a new-year ceremony in Pangyo, emphasizing a shift to ‘add premium to customer value’ through three priorities: strengthening core capabilities, solidifying global No.1 position, and executing from a consumer perspective. As an ODM (original design manufacturer) leader in cosmetics R&D and production, Cosmax will boost research & innovation (R&I) in strategic categories like sun care and base makeup, accelerate factory smartization, and expand joint sales/projects among overseas affiliates to grow presence in emerging markets (India, Latin America, Middle East, Australia). The firm will also push nutraceuticals (health supplements) into new Southeast Asian and Central Asian markets. To be more consumer-centered, Cosmax plans global consumer-data analysis, e-commerce purchase-data-driven product planning, and local sensory studies. Lee stressed premium means differentiated quality and customer trust, and advocated faster, consumer-focused testing (e.g., making 10 SKUs of 1,000 units each rather than producing 10,000 units of one) to accelerate learning and validation.
