It is very expensive to be a woman. I don’t mean the price you pay to walk through the world with boobs, I mean the amount of money that women spend on beauty products and personal hygiene compared to men. In 2012, women spent $426 billion on skincare and beauty.
How that money is split varies drastically by country. Fifty two percent of American women spend over $150 a year on body and skin care products. Korean women, who spend the most on their extensive beauty routines on average, spend more than twice that amount. There are a few reasons for this discrepancy.
First, while the skincare routine of Americans could be considered extensive by some standards, by Korean standards, it is minimal at best. Most women who choose to invest in their skin use a cleanser to remove makeup and clean pores, a toner to balance the PH level of their skin, and a moisturizer. Some women might add a serum (which addresses special needs) or an eye cream, but most stick to this basic model, using it morning and night.
Compare that to the routine of a Korean skincare junkie. Recently, the “ten step system” has been sweeping the nation. Women use an oil cleanser to remove makeup, a foam cleanser to clear out pores and sebum, a toner to balance the PH level, an essence, which is a cross between a toner and a serum, an ampoule, which can be used to address skins specific needs, multiple serums, depending on the user’s skin type, an eye cream, an emulsion, which is essentially a light moisturizer, and a moisturizer. In addition, women use sheet masks two to three times a week, an exfoliator one to two times a week, a sleeping pack nightly, and a sun screen during the day.
Obviously, the more products in a routine, the more money a customer will spend. That isn’t where the discrepancy ends, though. The reasoning behind Korean and American skincare routines are almost complete opposites. While American skincare focuses on reversing damage that has already been done whether that be wrinkles, acne, or dark spots, the philosophy behind Korean skincare is all preventative. Women in Korea develop routines and experiment with new products in their early teens. Consumers are brought on to the scene earlier and with more rigor than American women.
Another important cultural difference between Korean and American skincare stems from race. Some popular products in the Korean market promise to bring their users an ideal look seen on the faces of superstars. “Whitening” masks, serums, and creams can be used to give the skin a paler complexion, and products that can be used around the eyes can create “double lid”. Skincare can be used to dramatically alter the skin and face, creating a look that much of the population may not have naturally.
Korean skincare is evolving at a much higher rate than American skincare. Peach and Lily, a popular skincare company has experienced 500% growth from month to month during this year with a 25% returning rate for customers within ninety days after purchase (for those of you who don’t know, that rate is insane). Korean skincare isn’t just spreading, it’s evolving. Korean beauty trends are, on average, 12-14 years ahead of American skincare.
The last key difference in American and Korean skincare is where their support comes from. Because the beauty industry has supplied such an economic boom for Korea, the KFDA is incredibly supportive of the companies who push this industry forward. There is no precedent for the FDA in the states to supporting skincare or beauty companies.
While the skincare industry may seem like a frivolous field, the reasons that women spend money can show what the priorities of a country are. While some might think that skincare should be fairly similar across all countries, statistics about the buying power of these women tell a different stories. Whether it be for cultural reasons or vanity, the reasons why women choose how to take care of their themselves are more than skin deep.
