In response to high inflation, the spending habits of the millennial and Gen Z generation in South Korea are emphasizing practical consumption, reshaping beauty marketing strategies. Beauty brands are now offering 'goods' alongside their products—functional items like towels, brushes, and keyrings that encapsulate the brand's philosophy with wit and practicality. For instance, Isoi celebrates its 16th anniversary by offering hotel-quality towels with witty embroidery to highlight their product's efficacy. Brands like Mise-en-scène and Romand are enhancing product value with practical gifts that improve customer satisfaction and brand engagement. This 'goods marketing' is evolving into an expanded content strategy, with practical and humorous goods forging 'connection' with consumers. The industry anticipates a growing focus on hybrid marketing that blends practicality with emotional appeal.
