Entering the Era of 'Goods to Apply'... Beauty Industry Stimulates 'Collection Demand' with Character Collab Limited Editions

In recent years, a trend of so-called 'goods-type cosmetics,' featuring collaborations with characters and limited-edition packaging, has been rapidly expanding in the beauty industry. Consumer behavior is shifting from choosing products based on function and ingredients, as in the past, to a trend that emphasizes ownership value and emotional connection, and collaborative products are becoming established as a new axis of consumption.

The combination of character IPs with long-standing, high brand awareness and beauty brands is a factor in making products perceived not merely as consumables but as 'objects one wants to collect.' Particularly among the MZ generation, interest in limited-edition products and purchasing desire for character goods are increasing, and character collaborations in beauty brands are positioned as one of the important marketing strategies.

In fact, diverse initiatives are being rolled out regardless of category, such as the collaboration between the hair care brand 'Moremo' and Sanrio's character 'Charmmy Kitty,' collaborations between skincare brands and snack-derived characters, and even a partnership between an inner beauty brand and 'Hello Kitty.'

In response to this trend, 'POWDER ROOM,' one of Korea's largest beauty media platforms, is developing experiential measures and influencer campaigns utilizing character collaboration products. Its strength lies in conveying the experience of using collaborative products in words from a consumer's perspective, based on reviews and content from actual consumer members (Roommates).

A POWDER ROOM representative commented, 'The criteria for product selection among beauty consumers are expanding from function-centric to emotion, and further to ownership value. We perceive the trend of character collaborations not as a passing fad, but as a reflection of a structural change in the beauty market. We will continue to develop diverse campaigns and content in response to these changes.'