A new study conducted by South Korea's Hanyang University directly connects the Hallyu phenomenon to the increase of consumption of Korean beauty products.

The widespread popularity of Korean-Pop Culture, referred to by many as the Hallyu Wave, is said to have a direct relation to the increased consumption of beauty products, according to a study led by Professor Lee Young Jae of Hanyang University. The study was published in the 'Korean Journal of Ecology', an academic journal in South Korea.

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The study features a survey which was distributed to 810 foreign shoppers, mainly females on their 20s to 40s. The study also shows that despite the extensive advertising efforts of cosmetic companies, only 3 percent of the survey participants learned about the products through ads and TV commercials.

Six percent of the shoppers stated that they stumbled upon the products by chance, but a majority of the survey participants stated that they became interested in Korean cosmetics through K-dramas and K-Pop idols.

According to the study, the most popular brands among foreigners include Nature Republic, The Face Shop, Innisfree and Laneige, brands which were endorsed by famous Korean pop icons. Nature Republic and The Face Shop featured popular boy group EXO in some of their campaign ads while Innisfree was promoted by Girls' Generation member Im Yoona.

Etude House also became popular among international cosmetics consumers after 2NE1's Sandara Park and SHINee endorsed the brand.

Due to this, the study advised that companies should concentrate on 'cultural marketing' which involves the Hallyu Wave in terms of endorsing their products. Furthermore, despite the advancement of Korean cosmetic brands in the China market, the study tells that the companies should conduct more studies with regard to their consumers.

The study also states that, despite the fact that Korean beauty products are patronized for their effective and cost-efficient qualities, companies should create better and more sophisticated campaigns in order to stay in the market.

TagsKorean cosmetics, Nature Republic, Innisfree, The Face Shop, Hanyang University, Hallyu Wave