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[CNN] How South Korea drives Asia’s love affair with cosmetics

November 6, 2014
In the left photo, Singaporean customers try out Laneige’s BB Cushion, Korea’s top cosmetic firm AmorePacific’s best selling beauty product in the Asian region. Right shows YouTube websites that provide various “Korean makeup” tutorials.

In the left photo, Singaporean customers try out Laneige’s BB Cushion, Korea’s top cosmetic firm AmorePacific’s best selling beauty product in the Asian region. Right shows YouTube websites that provide various “Korean makeup” tutorials.

[CNN] – The cosmetics section of any department store anywhere in the world might usually be the first thing you encounter when you walk through the door, but in China it’s often a mirror maze on a vast and dazzling scale.

There are serried ranks of demonstrations as shop assistants jostle for attention armed with French moisturizers, South Korean all-in-one BB creams and Japanese lip glosses and violet eye shadows.

If department stores in Asia are the battle ground for its emerging middle classes, then the cosmetics counter is its front line. [READ MORE]