Thread by @odilemonod

[1/13] Thread: Opensurvey shared a marketing report that compares the beauty consumption habits of Korean consumers versus US consumers as of 2022. The report is based on a panel of 1500 Korean women and 2000 US women aged 20-49. I translated the most interesting parts. #kbeauty

[2/13] Average number of skincare products used overall:
🇰🇷 5.37 products
🇺🇸 3.24 products

[3/13] Top skincare products used in the morning:

🇰🇷 Toner (82.4%), Cream (58.5%), Essence/Serum (55%), Lotion (55%)
🇺🇸 Lotion (31.5%), Cream (30.7%), Toner (29%), Eye Care (19.6%)

[4/13] Top skincare products used in the evening:

🇰🇷 Toner (76.6%), Cream (70.4%), Essence/Serum (60.9%), Lotion (50.1%)
🇺🇸 Cream (34.9%), Lotion (31.2%), Toner (25.5%), Eye Care (26%)

[5/13] Top cleansing products used in the morning:

🇰🇷 Cleansing Foam (59.9%), Doesn't use any cleanser (20.2%), Soap (18.3%), Cleansing Oil (11.1%),
🇺🇸 Soap (37.5%), Cleansing Foam (31.1%), Cleansing Cream (17.1%), Cleansing Pads (16.9%), Cleansing Water (15%)

[6/13] Top cleansing products used in the evening:
🇰🇷 Cleansing Foam (82.1%), Cleansing Oil (37.2%), Cleansing Water (17.5%), Lip&Eye Remover (16.3%)
🇺🇸 Soap (29.7%), Cleansing Foam (27.4%), Cleansing Pads (17.8%), Cleansing Cream (17.1%), Cleansing Water (16.6%)

[7/13] Top 5 skincare products used the most overall:

🇰🇷 Toner 91.3%, Cream 79.3%, Essence/Serum 72.5%, Lotion 67.3%, Face Mask 60%
🇺🇸 Cream 49.6%, Lotion 48.9%, Toner 41.9%, Eye Care 35.5%, Face Mask 29.4%

[8/13] Average number of makeup products used overall:
🇰🇷 6.17 products
🇺🇸 5.59 products

[9/13]

Top 5 makeup products used the most:

🇰🇷 Sunscreen 72.1%, Eyebrow products 52.5%, Cushion 51.8%, Eyeshadow 47.9%, Lip Balm 47.4%
🇺🇸 Foundation 47.6%, Eye Primer / Eyeliner / Mascara 46.6%, Eyeshadow 45.3%, Powder 37.4%, Sunscreen 36.6%

[10/13] How many times a year they purchase skincare products:
🇰🇷 5.91 times (online purchases: 87.6%)
🇺🇸 9.99 times (online purchases: 60.1%)

How many times a year they purchase makeup products:
🇰🇷 3.34 times (online purchases: 82%)
🇺🇸 8.86 times (online purchases: 55.3%)

[11/13] Skin Types:
🇰🇷 Combination Skin 35.6%, Dry Skin 27.5%, Dehydrated Oily Skin 22.7%,Normal Skin 10%, Oily Skin 4.3%
🇺🇸 Combination Skin 29.9%, Normal Skin 20.9%, Dry Skin 20.4%, Dehydrated Oily Skin 15.1%, Oily Skin 13.7%

[12/13] Top 5 growing beauty keywords (number of respondents):
🇰🇷 Collagen (132), Vegan (42), Clean Beauty (42), Moisture (31), Dewy (31)
🇺🇸 Natural (50), Collagen (40), Botox (33), Retinol (25), Olay (24)

[13/13] Credits: Opensurvey 2022
(Please credit my translations if you're planning to repost or repurpose this content outside of twitter 🙏)