Beauty brands take the best of France by way of Korea

French consumers look for a combination of local tradition and Asian zip in their personal care products

Consumers in the home of cosmetics, France, appear to be combining the long-established traditions of French-made products with the ultra-modern twist of Korea-inspired K-beauty items in their latest personal care trends.

Traditionally, mention France and cosmetics in the same breath and an image of class and sophistication is brought to mind.

Nowadays, talk of on-trend, innovative beauty accessories and the mind wanders round the globe to South Korea. And this includes French personal care product consumers.

To square this circle, French marketers have sought to combine environmentally friendly locally-sourced and manufactured products with quick-to-market K-beauty influenced items.

Some French brands, for instance . . .

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