#Sara Wang
2018.01.09
Chapter 5. Korean and Japanese beauty found in Taiwanese beauty
Introducing the columns written by member of Amorepacific Group
ColumnistSara Wang
AP Taiwan Strategy Team
As this chapter is being written, the Mid-Autumn Festival holiday is over and now, it is a cool autumn in Taiwan. However, even though the temperature is just above 20 degrees Celsius during the daytime, the Taiwanese people can still be seen wearing short-sleeve shirts and shorts. Unlike Taiwan though, Korea should be well into a chilly autumn by now.
For this chapter, let's take a look at the beauty market in Taiwan as we continue on from the previous chapter.
To begin with, one trend in the market that has shown steady growth is the skincare category. Due to the humidity and heat in the region, people tend to pay extra-special care to prevent damage to their skin from particulate matter and UV protection. They focus on sun care and skin brightening in summer and hydration in winter. Unlike other cold, dry countries, Taiwan is quite humid all year round. As such, preference is given to light moisturization and mask packs over other oily products.
I also hear quite often these days that a person's health depends on their daily diet. In a similar fashion, their skin health depends on the cosmetics they use on a daily basis. This sentiment results in 'natural' and 'organic' cosmetic products receiving great attention in the country.
For this chapter, let's take a look at the beauty market in Taiwan as we continue on from the previous chapter.
To begin with, one trend in the market that has shown steady growth is the skincare category. Due to the humidity and heat in the region, people tend to pay extra-special care to prevent damage to their skin from particulate matter and UV protection. They focus on sun care and skin brightening in summer and hydration in winter. Unlike other cold, dry countries, Taiwan is quite humid all year round. As such, preference is given to light moisturization and mask packs over other oily products.
I also hear quite often these days that a person's health depends on their daily diet. In a similar fashion, their skin health depends on the cosmetics they use on a daily basis. This sentiment results in 'natural' and 'organic' cosmetic products receiving great attention in the country.
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Organic cosmetics and mask packs are very popular in Taiwan
So, what about the makeup market? More and more these days, K-drama and K-pop have a huge influence on Taiwanese makeup market, which is shown by the trust placed in the excellent quality of Korean cosmetics by many Taiwanese females. In particular, young Taiwanese females in their teens and 20s are affected by Korean culture and are sensitive to Korean makeup products and beauty trends.
This trend and interest in Korean culture and makeup see many Taiwanese females trying makeup styles similar to those shown in the images of female Korean celebrities below. Many of these women like to emphasize moist, softly luminous skin makeup with bold straight eyebrow makeup for an innocent, younger look. They also like to apply vivid, gradient lip makeup, all of which are key features of Korean-style makeup. I have even noticed more Taiwanese females fix their makeup using a cushion compact on the subway recently.
This trend and interest in Korean culture and makeup see many Taiwanese females trying makeup styles similar to those shown in the images of female Korean celebrities below. Many of these women like to emphasize moist, softly luminous skin makeup with bold straight eyebrow makeup for an innocent, younger look. They also like to apply vivid, gradient lip makeup, all of which are key features of Korean-style makeup. I have even noticed more Taiwanese females fix their makeup using a cushion compact on the subway recently.
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Korean-style makeup loved by Taiwanese females
Even though Korean-style makeup is currently enjoying a lot of popularity in Taiwan, Japanese-style makeup has been, and still is, quite strong in the country as a result of Taiwan being under the influence of Japan for such a long time, which was also discussed and shown in the Japanese and Taiwanese beauty magazine covers in the previous chapter. As such, it is not surprising that some Taiwanese women these days still prefer Japanese-style makeup. Their eye makeup focuses more on making the eyes look bigger by emphasizing eyelashes, and they tend to regularly get eyelash extensions.
"So, what kind of makeup style is the most preferred by Taiwanese females?"
Obviously, Korean-style and Japanese-style makeup looks are markedly different. In Taiwan, you will see some females wearing one style and others wearing the other. So, this then leads to the question of whether there is a specific Taiwanese-style makeup. I like to think that Taiwanese-style makeup is a kind of combination of Korean-style and Japanese-style makeup looks, similar to how fusion food is made with Eastern and Western foods. In fact, many Taiwanese women wear natural skin makeup, like the Korean style, with eye makeup that emphasizes the shape of the eyes using a mascara and eyeliner, like the Japanese style.
Obviously, Korean-style and Japanese-style makeup looks are markedly different. In Taiwan, you will see some females wearing one style and others wearing the other. So, this then leads to the question of whether there is a specific Taiwanese-style makeup. I like to think that Taiwanese-style makeup is a kind of combination of Korean-style and Japanese-style makeup looks, similar to how fusion food is made with Eastern and Western foods. In fact, many Taiwanese women wear natural skin makeup, like the Korean style, with eye makeup that emphasizes the shape of the eyes using a mascara and eyeliner, like the Japanese style.
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While Korean females prefer eyelashes of natural length, Taiwanese females prefer artificially extended eyelashes.
To conclude this chapter, we have explored the current overall state of the Taiwanese beauty market and the makeup trends in Taiwan. It is my hope that this article helps you better understand the characteristics of the Taiwanese beauty market and makeup style.
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