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Insight of the Day: Why Sephora failed in South Korea

  • Clash of Beauty Ideals: The author hints that Sephora's focus on Western beauty trends and products might not have resonated with South Korean consumers deeply embedded in the K-beauty culture. K-beauty emphasizes unique, highly innovative skincare routines and makeup styles that differ from those popular in the West.

  • Lack of Localization: Sephora may not have tailored its product selection and marketing strategies enough to the specific preferences and trends of the Korean beauty market.

  • Competition from K-beauty Giants: South Korea is home to numerous thriving K-beauty brands with established reputations and loyal customer bases. Sephora's entry might have been overshadowed by the existing dominance of popular local brands like Olive Young.

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