Beautiful Seoul – How does K-Beauty measure up? Part II

In my initial project proposal, I included a multitude of observations based on hindsight recollection. I realise now that while it’s supplementary to additional research, it’s not enough anecdotal evidence to draw the kind of analysis that I expect from such a large spanning industry.

I’ve also learned a number of facts about K-Beauty that I wasn’t privy to before such as the illegality of tattoos in Seoul. As I delve further into my research, I hope to explore cultural and societal impositions upon the beauty industry. And how do they measure up in Australia?

When beginning this project, I was already aware that there are plentiful resources available that approach the K-Beauty in various ways and contexts, however, I am yet to find an integrated site that provides factual information and evidence that they intersperse with personal understandings and stories. Particularly one that comparatively analyses two separate national industries that also overlap in some places. I want to explore where this overlap is, and what factors contribute to the convergence?

Some additional research and findings I’ve made have come from the following sources:

Euromonitor’s annual industry reports provide a great framework for exploring the industry in the context of political and economic landscapes. Key trends and forecasts are offered and will be used to supplement autoethnographic based research.

In i-D’s latest video series, tattoo artist and activist Grace Neutral explores how younger generations are challenging traditional views around beauty and body image across the world.  The film follows her to South Korea as she investigates the ways in which Seoul’s youth conform and challenge mainstream beauty ideals.

This short info-film offers some amazing insights into cultural and social values surrounding image in South Korea – with a particular focus on young women. I haven’t yet decided on a target demographic for my final project, however, I’d like to keep it as audience neutral as possible, as I’d be super interested to see if I can gain reader engagement from unsuspecting groups. This might be indicative of stronger cultural beliefs, that don’t just appeal to women.

As I’m applying quite a strong marketing focus to this project I want to incorporate my project with sources that adhere to this focus also. Such as this consumer product blog written by marketing manager Vera Sandarova. This element of research is super important to my project, as I feel it may be able to provide a fairly objective means of supporting any hypothesis I have.

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