‘If Korean women like it, it’s a success’

Korea is a paradise for cosmetics, according to Herve Bouvier, the head of Estee Lauder Companies Korea, and a trendsetter for international cosmetic companies. “BB cream is an example. Started out in Korea, the products became a hot sale in the U.S. and Germany, and European and American global companies started to sell them,” the representative director and general manager of global cosmetics conglomerate Estee Lauder’s Korean affiliate a.k.a. ELCA Korea told The Korea Herald last week. “It means that what is hot in Korea becomes hot outside of Korea. Korea is our benchmark. If a product sells well in Korea, we know it will work. Japanese and Chinese women now come here to find out what Korean women use. Many Korean things are becoming very popular in the world right now, and cosmetics is one of them.”