Cosmetics Brands Using Exotic Ingredients to Lure Customers

      June 22, 2011 10:45

      As the competition for consumer goods heats up in Korea, brands are hunting for exotic-sounding ingredients to give themselves a market edge, especially in the cosmetics industry.

      Recent hit products in the cosmetics and bath supplies market include rare ingredients from remote parts of the planet, such as oil extracted from the seeds of Moringa trees in India, emu oil, a rare species of bird native to Australia, and ocean plant extracts from Bretagne, France.

      Aekyung, which produces cosmetics and detergents, saw sales of its Kerasys shampoo line double after it added Moringa oil to the ingredient list, while a similar product by The Body Shop sold out in less than a week of its release. Moringa oil, which is extracted from herbs growing in India and the Philippines, is rich in vitamin C and protein. This enhances its ability to moisturize and rejuvenate the skin, cosmetic firms claim.

      Meanwhile, GS Shop banked on the growing popularity of emu oil, which was originally used by indigenous Australians to regenerate their skin, to boost the appeal of its new Dremu Oil product line. GS sold more than 30,000 sets of its triple-refined emu oil in only 10 episodes aired on the home shopping channel recently, several years after Oprah introduced the ingredient on her talk show.

      Other brands are also jumping on the bandwagon. Lirikos has released products containing extracts from seaweed and sea water taken from deep in the Atlantic, near the French coast. The Face Shop has been adding extracts obtained from a sea plant in Bretagne, France, to some of its products.

      Consumers seem to feel more satisfied with new offerings that use ingredients taken from flora and fauna around the world than they do with traditional facial creams and moisturizers, said a spokesperson for Aekyung.

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