IFOP is acquiring Occurrence, an independent research and consulting institute created in 1995.  A specialist in communication (corporate & brand, media analysis, internal, public, events, digital, etc.), Occurrence supports companies and agencies in both France and internationally in evaluating the performance of their on- and off-line communication actions. As part of this acquisition, the Ifop Group is also integrating Deep Opinion, a subsidiary of Occurrence, a strategic and operational consulting firm specialising in digital intelligence, influence and e-reputation.

The integration of Occurrence with its subsidiary Deep Opinion once again demonstrates the growth momentum initiated by Stéphane Truchi and his management team. The Ifop Group thus affirms its unique positioning within the research market based on the richness of its analyses and the creation of value since 1938.

A positioning widely shared by Assaël Adary, the President of Occurrence, who will retain his duties alongside his 26 employees based in Paris and Brussels:

“Ifop and Occurrence are further aligning heart and reason! Two companies that are rapidly expanding, complementary, that are emerging stronger from the crisis.  Together we will write a new chapter. For Occurrence, this is a great opportunity to boost our momentum by relying on our brand, our teams, our customers, our innovative methodologies and by benefitting from IFOP’s influence in both France and internationally” notes Assaël Adary.

Common fundamental values

For Stéphane Truchi, CEO of the Ifop Group : “The acquisition of Occurrence seemed obvious to us. The growth of the Ifop Group is occurring and will occur through the integration of companies sharing a common business culture. Our two brands are now united around fundamental values that we will continue to defend with our customers, our employees and our partners: conduct and ethics, at the heart of our business vision, and the value provided by the seniority and competence of our teams”.

About the Ifop Group

Ranked among the Top 5 institutes in France, the Ifop Group has been the leader in opinion research since 1938 and a key player in quantitative and qualitative marketing research with its facilities in Europe, the USA and China. Since 2018, Sociovision has been enriching the Group’s offer with unique sociological observatories within the market and exclusive datascience know-how. The acquisition of Occurrence, an independent research and consulting institute, and its subsidiary Deep Opinion complements the Ifop Group’s offering in the evaluation of communication devices.

As a member of Esomar and Syntec Conseil, the Ifop Group boasts strong CSR commitments every day, in particular to guarantee ethical compliance in this business. The Group’s Ifop Horizons Charter attests to this.

The Ifop Group is supported in its growth by its majority shareholder, the family investment holding company DENTRESSANGLE. As part of this transaction, the Ifop Group’s advisors were PWC (Philippe Serzec, Louis Terrier) for the financial audit and Depardieu Brocas Maffei (Cédric Chanas, Alix Amaury) for the legal audit. On the legal side of things for Occurrence, Fiducial (Misha Raznatovich) and for the M&A process, Jacques Paquin.


About Occurrence

Created in 1995, Occurrence is an independent research and consulting institute, specialising in the evaluation of communication (corporate & brand, media analysis, internal communication, public, events, digital, etc.) and the analysis of opinions. For more than 26 years, Occurrence has been supporting companies and agencies in both France and internationally in measuring the performance of their communication and guiding their strategic decisions. The firm works on behalf of many key accounts and institutions of excellence: EDF, Orano, ADP, RATP, FDJ, ENEDIS, KEOLIS, LA POSTE, BNP Paribas, Caisse des Dépôts, Macif, Crédit Agricole, Servier and many food groups, ministries, European institutions, including the European Commission, as well as local authorities, associations, NGOs and public companies.

A member of Syntec Conseil, Occurrence has also been ISO 9001 certified since 2004 and is committed to ISO standard 26000.


Press contact :

Ifop Group – Isabelle Grange,, isabelle.grange@ifop.com

Occurrence – Ethel Bachellerie, 06 62 79 19 21, ethel.bachellerie@yahoo.fr


At the beginning of 2022, it is time to look ahead. What are the new ambitions of the Ifop Group, a pioneering research institute and leader in survey-based opinion polling?  How is Ifop poised in the marketing research ecosystem? What are the Group’s distinctiveness traits? These are questions to which you will find answers in this exclusive article.

Since the beginning of the health crisis, the Ifop Group has been able to adapt and is currently approaching the year 2022 with enthusiasm.

Its ability to move through time since 1938, the year it was founded, allows the Group to constantly look in the rear-view mirror to understand the society in which it lives and to better anticipate the future.

In recent years, the Group has regularly outgrown the market and has revealed its future ambitions.


A Human Adventure

Stéphane Truchi, CEO of the IFOP Group since 2008, places human capital at the centre of the Group’s development. He is committed to bringing together talented individuals with a strong commitment to the company. He advocates a management style that values the collective, leaving each individual room for expression and freedom of action, which allows professionals from different backgrounds, most of whom have international experience, to work towards a common goal.

IFOP is proud to remain a training school recognised by the industry.

“IFOP’s strength lies in the development of a collective game by strong individuals”, Stéphane Truchi, CEO of the IFOP Group, who, for many years, coached football teams and embodied their collective values.

Since the pandemic, Stéphane Truchi, Christophe Jourdain, IFOP Group CEO, and their management team have made it a priority to accelerate the debate on the issues related to new forms of work in order to provide solutions that contribute to the well-being of collaborators.

Several projects are underway, but the fundamentals are already emerging: shared values such as Commitment, Passion, Proximity and Openness, and the affirmation of tangible CSR commitments, which are currently being unveiled on our networks in our “IFOP Horizons” Charter.


An international DNA

In addition to the 18 nationalities (outside the EU) that are co-existing in Paris, the Group also operates in more than 70 countries. Since 1997, the Group has been operating in China, headed by Kevin Zhou, a respected marketing research professional. In 2020, an office was opened in New York, under the supervision of by Stephanie Sandler* who has a dual background in marketing and research.

The Group is located precisely where the major French groups in the luxury and beauty sectors are located, which makes IFOP a leading institute that works alongside the largest luxury companies and groups in France and internationally.

More than half of IFOP’s business is conducted internationally and 90% in the Luxury, Beauty and Wellbeing sectors (see development axis)


A dynamic business model

The organisation around autonomous business units and the establishment for several years of an ecosystem of partners (Big Sofa, Luxurynsight, Rouge Vif, Serenytics, ADN, etc.) are the key to a dynamic development policy.

In addition, our teams of experts, 100% dedicated to each sector, offer a personalised service in the design of the study, the analysis of insights and the relationship with the client, which enables IFOP to deliver a rich experience that is appreciated by its clients (source: IFOP 2021 client study).

Ultimately, due to the plurality and richness of the data, hybridisation is increasingly necessary to objectify, interpret and give meaning. An internal “Open IFOP” programme has been underway since 2020 to stimulate collaboration between our various experts and provide relevant answers to our customers’ problems.  By 2021, more than 60 hybrid projects have been carried out.


Insight at the heart of our business

“Data doesn’t speak for itself, you have to make the data speak and contextualise it to give it value and meaning”, Stéphane Truchi, Group CEO.

Let’s go back to what is fundamentally valuable in our vision of the business!

First, identify and interrogate the relevant target, however sensitive or rare it may be. This can be done either in a traditional way or in collaboration with technology partners like Episto, to better capture certain targets.

Secondly, IFOP experts advise on the best way to engage this target group, with proven know-how in design and interviewing experience. The aim of this stage is to provide all the necessary ingredients for the correct interpretation of the results in a controlled sectoral context. With a view to objective, contextualised results, put into perspective with the correct reading of the company and the sector.

Among which:

  • Sociovision, a subsidiary specialising in sociological studies acquired in 2018. A reference brand, with historical data, which has been deciphering and anticipating societal phenomena for more than 40 years, based on unique observatories on the market. (in France and internationally),
  • A database of IFOP surveys published for more than 8 decades, a unique pool of knowledge, with more than 600 subjects available per year.
  • Sector experts fully involved in their clients’ issues,
  • Visionary authors with successful works that structure societal, political and economic analysis (La Fracture, Les Arènes – Frédéric Dabi*, Director of Opinion, L’Archipel Français, La France sous nos Yeux, Le Seuil, directed by Jérôme Fourquet, Director of the Opinion and Corporate Strategies Department, Luxe et Résilience, Dunod, with Stéphane Truchi, co-author)


Leadership in opinion research

The IFOP Group is a recognised reference in the conduct of marketing research in all sectors of the global economy thanks to its sector-based organisation and specific business know-how.

Leadership in opinion, society and social climate surveys is at the heart of the strategy for the Group in France. Frédéric Dabi, General Manager of Opinion and Jérôme Fourquet, Director of the Opinion and Corporate Strategies Department, lead this expertise and accompany the understanding of French society with their recognised analyses.

This leadership will be further strengthened during this election period, when IFOP Opinion is deploying a complete system to understand the sequence that is being played out on a daily basis (presidential rolling with daily estimates, election evenings on the French channels such as TF1 and LCI, pre-election barometers, VIP appointments, Twitch broadcasts and collaborations with YouTubers).

“A heritage with a capital H, which we are proud to have. An obvious way to continue decrypting a part of our country’s history. Frédéric and Jérôme, with their teams, have been able to make this activity grow and take it to the highest level, in particular with their last two books published in 2021”.  Stéphane Truchi, IFOP Group CEO


A prospective/progressive look

Several bricks complete the offer and boost IFOP’s business.

  • In 2022, the Group’s qualitative know-how will be a priority with the creation of the Ifop IQ (Inspiring Qual) entity, which brings together the “quali” activities already in place and InCapsule by IFOP, created in 2011, which at the time established IFOP as a pioneer in trends and innovation consulting. Ilana Dupeyron*, who joined IFOP in April 2021, is in charge of this new entity. The objective: to deploy innovative systems in France and abroad in order to support innovation and brand positioning strategies in all sectors where IFOP is present.
  • Integrating technology and data science solutions into our segmentation studies to understand and monitor consumers’ relationships with brands and help our clients better segment their propositions to the market, addressing the most relevant targets.
  • The implementation of participatory democracy mechanisms such as citizens’ conferences, which are proving to be a topical tool for recreating links between decision-makers/experts/citizens/consumers.


Luxury, Beauty, Wellbeing: the international development axis

From its offices in Paris, Shanghai, Hong Kong and New York, IFOP brings together a community of 80 employees specialising in the challenges facing brands in the luxury, beauty and wellbeing sectors.

The development strategy is global.

  • Tailor-made answers and a multi-expertise team to address the following topics: trends & prospective/image & communication/consumer understanding/innovation/retail,
  • Dedicated “key account” representatives for our main clients,
  • Proven expertise in interrogating Affluent targets,
  • A perfect knowledge of local specificities,
  • Selected partners in the main areas of the world to complement our expertise,

“This development model makes us unique in the research market and provides our clients with exemplary know-how in conducting research experiences adapted to the worlds and targets of Luxury, Beauty and Well-being.” Stéphane Truchi, IFOP Group CEO.


A powerful brand

IFOP is a heritage brand that has been passed down through the generations with strength and resilience, and has gradually developed into an international reference.

Today, the power of the brand remains intact. It is growing. It is now referred to as the IFOP Group, thus linking current and future acquisitions. Isabelle Grange* has been appointed Group Marketing & Development Director to support the Group’s ambitions and help develop its entities and subsidiaries. Its mission is to enrich and deploy the IFOP experience with employees, clients and the media.

In conclusion, “I am very proud to start the year 2022 with many growth and transformation projects, which will enrich our proposition, and bring new creative and innovative solutions to our customers. I look forward to sharing them with you throughout the year.”  Stéphane Truchi, IFOP Group CEO.

Discover the 5 nominations :

  • Frédéric Dabi, DGM – Head of Ifop Opinion (the portrait)
  • Roland Peyraube, Administrative and Financial Director (the portrait)
  • Stephanie Sandler, President of IFOP Inc. North America (the portrait)
  • Ilana Dupeyron, Head of IFOP IQ – Inspiring Qual (the portrait)
  • Isabelle Grange, Marketing and Development Director (the portrait)

[CORPORATE NEWS] Ifop further reinforces its international presence by opening Ifop Inc. in New York

IFOP has taken a decisive step towards bolstering its international presence in the Luxury, Beauty and Wellness sectors. Opening this 3rd hub enables IFOP to reach out to a market that is of strategic importance for all stakeholders in these industries.


Stéphane Truchi, Chairman of the Executive Board of IFOP,
Opening this new hub bears witness to IFOP’s growth strategy and positive dynamics. It will reinforce our position in the Luxury, Beauty and Wellness sectors in the USA – the biggest market worldwide. Furthermore, it will enable us to ascertain that we provide our clients with comprehensive coverage of their key markets: North America, Europe and Asia.
I am also delighted to welcome Stéphanie Sandler who has been appointed President of IFOP Inc. Stephanie will be a vital asset for our group thanks to her local and international experience and her in-depth understanding of brand and communication strategies acquired at CHANEL and RICHEMONT in New York and Paris”.


Stéphanie Sandler President of IFOP Inc.,
IFOP is the preeminent leader for luxury and beauty research particularly in Europe. It represents the “haute couture” of market research as each project is completely customized in terms of study design and hands-on when it comes to customer service. I am thus delighted to have been entrusted with the responsibility of bringing this savoir faire to North America with my perspective and experience from the client side, having worked at large Luxury Maisons”.


About IFOP
For 80 years, IFOP has been the industry benchmark for opinion polls and market research. Its approach is based on a combination of sector-based expertise, business know-how, forecasting and international vision. Its activity is structured around its historical Opinion Department and sectorial marketing expertise. Two brands complete this offer: Sociovision and InCapsulebyIfop. Ifop is a highly reactive company that fosters close relationships with its clients. It operates in some fifty countries from offices in Paris, Shanghai, Hong Kong and New York. To create ever-greater value for its clients, IFOP has identified a guiding principle for its current and future growth: Move To Data Living.


Learn more > Stéphanie Sandler is appointed President of IFOP Inc, North America.


Contact Presse IFOP


[CORPORATE NEWS] Ifop opens its New York office, presided over by Stephanie Sandler

Stéphanie Sandler is appointed President of IFOP Inc, North America. She will be responsible for developing IFOP’s activities on the North American Luxury, Beauty and Wellness markets.


Stéphane Truchi, Chairman of the Executive Board of IFOP, announced the nomination of Stéphanie Sandler as President of IFOP INC. NORTH AMERICA: “Opening the IFOP Inc. North America office is of strategic importance for the international development of the IFOP group. We are delighted to be joined by Stéphanie Sandler who will help reinforce IFOP’s expertise in the Luxury, Beauty and Wellness sectors in North America. Her background and experience working for worldwide Luxury groups such as Chanel and Richemont are vital assets for the American market – the largest luxury market in the world”.


Stéphanie Sandler, President at IFOP Inc. : “The mission I have been entrusted with is an opportunity to draw upon my marketing and communications experience acquired in large luxury groups and provide concierge level customer service. My expertise in the sectors of luxury and beauty from both a research and business perspective will be the ideal combination to deliver actionable insights for our clients. The dream when I was a client myself!”


Stéphanie Sandler was Head of CHANEL’s Consumer & Market Insights department in the US, then spent her career in various marketing roles in both the US and Paris, and for the past three years she has been the Head of Marketing & Communications at PIAGET, RICHEMONT group for North America. Her vision of personalized and dedicated client services and the importance she places on creating valuable strategic recommendations will be a vital asset to Ifop Inc. North America.


About IFOP

For 80 years, IFOP has been the industry benchmark for opinion polls and market research. Its approach is based on a combination of sector-based expertise, business know-how, forecasting and international vision. Its activity is structured around its historical Opinion Department and sectorial marketing expertise. Two brands complete this offer: Sociovision and InCapsulebyIfop. Ifop is a highly reactive company that fosters close relationships with its clients. It operates in some fifty countries from offices in Paris, Shanghai, Hong Kong and New York. To create ever-greater value for its clients, IFOP has identified a guiding principle for its current and future growth: Move To Data Living.


Learn more > Ifop further reinforces its international presence by opening Ifop Inc in New York


IFOP press contact

[PRESS RELEASE] Appointment of Laure Friscourt as deputy CEO of the Ifop group

Laure Friscourt is appointed Deputy CEO of Ifop with the task of bolstering the Group’s development in the Beauty, Healthcare and Wellbeing sectors while supporting growth in Asia.


Stéphane Truchi, Chairman of Ifop’s Executive Board, announced the appointment of Laure Friscourt as Deputy CEO of Ifop: “Laure’s unwavering competence, her team spirit and international experience acquired in our Ifop Asia subsidiary are valuable assets for this new stage in her career. I am sure that Laure’s appointment will be highly beneficial for the Group and that we will thus be in an even stronger position to support our clients’ development”.


Laure Friscourt has held various positions within the Group; she managed the Ifop Asia subsidiary, then set up and managed Beauty Department. As Deputy CEO, her task today is to bolster Ifop’s development in the Beauty, Healthcare and Wellbeing sectors while supporting growth in Asia.


About Ifop:


For 80 years, Ifop has been the industry benchmark for opinion polls and market research. Our approach is based on a combination of sector-based expertise, business know-how, forecasting and international vision. Our activity is structured around these areas of expertise with 7 specialist divisions for major sector-specific markets (Opinion, Beauty & Wellbeing, Consumer & Retail, Healthcare, Luxury, Media & Digital, Services), 5 entities dedicated to business know-how (Quali Marketing, Data Management, Client Experience & Large Scope Studies, Omnibus, Panels) and an inspiration management unit, InCapsule by Ifop. In 2018, Ifop acquired Sociovision, a company renowned for its expertise in the field of sociological studies.


An agile company fostering close relationships with its clients, Ifop operates in some fifty countries from offices in Paris, Shanghai and Hong Kong.

10 Marketing trends from 2019 pinpointed by InCapsule by Ifop


July 2019 is the ideal time to recap the key new trends of the year should you have missed out on any of them. No announcements that cause a real upheaval but various marketing trends are confirming themselves and accelerating. We have selected the ten latest 2019 marketing trends which you may have spotted during this first semester on our Instagram account @incapsulebyifop.


We hope that this article, which provides thorough revision notes for the holidays, will be useful to you (both at work and on the beach, or elsewhere…)


  1. 27/02/19: DROP




Launched by luxury brands in 2017, “drop” is a trend that is far from being ephemeral. Drop is a sales strategy whereby a limited series is rendered available without any prior announcement in a limited number of points of sale: physical, online or social networks. By fostering a feeling of emergency, social network operations announcing that stocks are running low within hours of the drop prove highly effective among Gen Y and Gen Z.


Burberry for example conducted such an operation in 2018 and revealed a limited “B-Series” on the 17th of each month exclusively on its Instagram and WeChat accounts for a 24-hour period.


  1. 29/03/19: INFLUENCER GAMING



Influencers are flourishing on all markets, including e-sport. The dazzling success of the game Fortnite turned a young American, aka Ninja, into a superstar. With 13 million followers on the Twitch platform (belonging to Amazon) and over 21 million on YouTube, he has become a celebrity among 10-25-year-old video game fans to the extent that Red Bull chose to become his sponsor!


  1. 15/05/19: ZEROWASTE




“Zero waste” is the attitude to adopt to protect biodiversity, according to a striking report published by IPBES. The Loop service officially launched this revolution on May 15th in Paris concerning the purchase of products by brands such as Coca-Cola, Nestlé, Carrefour, Procter & Gamble… in reusable packaging! Tom Szaky, the person behind this initiative defines Loop as being a “milkman reimagined – honoring our past from a modern perspective.”





As seen at Vivatech, connected Bvlgari bags enable to gain access to exclusive content simply by placing one’s Smartphone near the buckle… this innovation is an effective way of combating counterfeits and theft… but also makes our imagination run wild with regard to the multiple services rendered possible via this IOT: personalized recommendations, after-sales-service, upgradable offer… and also enhanced consumer knowledge!


  1. 05/06/19: LIP SYNC



Might Lip Sync be an important code for generations Z and Alpha? Lip Sync stands for the range of techniques that seem to synchronize lips and lyrics. Gen Z and Alpha have embraced this new trend which appear to be developing at the speed of light.


On Snapchat, these young generations have fun imitating their favorite singers with their friends via a simple filter. More recently, the Tik Tok app, which reached 150 million daily users in June 2018, and 500 million monthly users, has made this their unique concept. On this application, it is possible to see dozens of visuals of adolescents “singing” with suggestive hip movements…


Another such case is the RuPaul’s Drag Race series, broadcast since 2009, which has witnessed an astonishing growth in the number of viewers, in particular thanks to Gen Z. Each episode ends with a lip sync that determines which Drag Queen will stay on.


  1. 20/06/19: DIGITAL NATION



At LabPostal2019, Ott Vater, Managing Director of E-residency in Estonia presented this program as a solution for nations of the future. All citizens with a digital identity which grants access to all the services of the country may become e-citizens. Obtaining a medical prescription, paying taxes, voting, communicating with schoolteachers, creating a company… all this can be done online thanks to X-Road, a centralized, proprietary and secure system resembling the blockchain model. Foreigners (freelance, digital nomads, creators…) are thus invited to integrate this system so as to open businesses in Estonia (EU members). Thus 22,000 people (Shinzo Abe, Angela Merkel, Guy Kawasaki…) from 138 countries have obtained e-citizenship since 2015. Talented individuals pay heed!


  1. 26/06/19: WITCH



In the XVI and XVII century, numerous women fell victim to witch hunts. Independent, single and widowed women were frequently targeted. In this post #Metoo world, these women who were once despised are gradually becoming heroines. These independent and active women are now considered #GirlBoss.


The online streaming platform netflixfr, which is recognized for being visionary, renders the witch “sexy” in numerous firms and series such as Sabrina, Suspiria or American Horror Story.


Brands which have understood this trend have turned witches into a marketing object in its own right. Indeed, the return of naturalness in wellbeing and beauty means the witch is making an astonishing return. The brand Pinrosescents announced the launch of a witch kit in October 2018 at Sephora. However, the presentation of fragrance together with sage leaves, quartz and tarot cards unfortunately failed to win over consumers who thought this was too shallow and simplistic…


This trend has considerable potential, but care must be taken to avoid the pitfalls of caricature… This is a code to be wielded wisely in order to catch the attention of Gen Alpha.





Whether for financial, environmental or social reasons, the deconsumption trend is increasingly gaining ground. The objective of this movement is for each and every one of us to do our utmost to ascertain a better life for all of us today, and for the future generations. This entails taking significant decisions: consuming less to consume better. Such is the motto of those who advocate deconsumption.


  1. 10/07/19: ADAPT AND LOCALIZE



“Adapt and localize”: this is the credo for western luxury brands setting up in Sub-Saharan Africa. Our IfopTrends findings “Africa Luxury & Retail” were mentioned in the article “En Afrique, l’avenir du luxe passe par les femmes” published in l’Express l’Expansion. Want to read it? Do not hesitate to get in touch with us.


  1. 30/04/19: HOSPITALITY



Hospitality is the ability that a brand has to offer multiple experiences to its customers to enable us all to access physical or digital points of sale depending on the needs of the moment. Hence points of sale have become living areas which mirror the needs of the individual wishing to relax, work, connect, meet others, or eat, as well as actually purchase.


KEVIN ZHOU : Send an email

The Beauty sector’s attitude to going local

Consuming locally mainly springs to mind with regard to what ends up in our plate. Nevertheless, the desire for proximity has sowed its seeds in the world of beauty. The concept of going local when it comes to beauty is much less closely correlated to environmental concerns than it is with food. The communication strategies of beauty brands revolve more around their local values, by working with the name, the formula and culture. The expression of this singularity is now on the rise throughout the world.


Hence cracks are appearing in the international beauty landscape and these culturally inspired beauty routines are ever more numerous, but why? What sets them apart?


“Less is more” in Australia


We shall first turn our attention to the Australian take on beauty. Identified as the “the next big thing”, A-beauty is exporting itself and taking up residence outside the island, as illustrated by the fact that Séphora.fr has dedicated an entire section to it. True to the spirit of wild Australia, A-Beauty is effortless, refined, natural and sunny (but with a good SPF!). The routine is rendered simple thanks to multi-functional products that rely on efficacious ingredients. It has hedged its bets on a direct and transparent rapport with consumers: “Australian brands say what they do and do what they say”, Kate Morris, founder of Adore Beauty, beauty product retail website.


Ingredients made in Australia: Kakadu plum, Vitamin C, pink clay, Mangosteen


Who: Aésop, Jurlique, Aussie, Lano, Frank Body, Sand & Sky, Nude by Nature



Blend of tradition and modernity in Japan


Further north, J-Beauty reflects beauty which is both ancestral and modern, combining botany and technology, quality and sensoriality: simply on a quest for perfection. We have indeed landed in Japan. Beauty here is impregnated with innovation in keeping with its traditions. In more practical terms, make-up is discreet, moisturizing is a key step and product experience is of the utmost importance. Fragrance, texture and feeling on the body are an integral part of the beauty ritual.


Ingredients made in Japan: Yuzu, rice, green tea, matcha, konjac, miso, ginger, silk cotton, kombu


Who: Shiseido, Shiro, Three Cosmetics, Sekkisei



“Made in” China


Land of opportunity for beauty from western countries as well as its Asian neighbors (Japan, South Korea), China is gradually turning its attention to its own potential with C-Beauty. Rather than folding back on itself, “Created in China” has become an argument, a positioning and translates China’s burgeoning pride for its own culture. Being on a quest for individuality, (young) Chinese people no longer wish to be tied to the yoke imposed from within or elsewhere.


Buoyed by Gen Z, its playground is the digital world, both when it comes to communication via social networks or influencers (“Wanghong”) as well as retail channels (e-commerce, m-commerce, s-commerce). Western brands establish their territories via storytelling. Chinese brands draw on their heritage, inspired in some cases by Chinese traditional medicine, as well as more pragmatic differentiation: results at a lower price. This is beauty which does not merely address the elite. From a geographical standpoint, going local guarantees better accessibility, in particular in Tier 2 cities and below, which represent a real challenge for foreign brands.


Who: Herborist, Pechoin, Chando, Hedone, Front Cover, Amour, Sevenfriend



Playful and pop culture in Korea playful beauty coree


Certainly the best known on the horizon, K-beauty is abundant, maximalist, accumulative with extremely fast temporality. This is collective beauty represented by an ideal that is almost artificial: a young, clear, almost transparent skin, and the v-shape. To achieve this, one needs to keep up with a sophisticated 10-step routine. Korean brands are constantly innovating in terms of product offers, packaging, and sizes ,as well as inventing new routines, one such example being the cloth mask. Hence price remains affordable to make accumulation possible. K-beauty is highly playful: colorful and fun packaging, pop culture codes such as K-pop music, with the Kawaii universe to embrace a cute yet sexy touch.


Who: Sulwhasoo, Erborian, Innisfree, Dr. Jart+, Recipe, Missha



Clean beauty in Germany and Northern European countries


clean beauty

Back to Europe with G-beauty. In Germany, skincare is the source of inspiration for local brands. Much in the same way as the century-old Nivea cream, there is nothing superfluous or really new here, but it is what the skin really needs. This approach is based on the science behind the product with an astute blend of natural ingredients. Brands are associated with a name, a physician who acts as a guarantor of product safety and quality. This is beauty that verges on the medical world, the final touch being the “Deutsche Qualität” stamp!


Who: Weleda, Dr. Hauschka, Augustinus Bader, Susanne Kaufmann, Dr. Barbara Sturm


Northern European countries also have their word to say in the beauty sector. The Scandi-beauty mantra “lagom”, i.e. living in a balanced manner neither too much nor too little, is highly relevant here as beauty from the North is holistic. When it comes to being beautiful, everything counts, from physical exercise to diet and skincare. Hence probiotics which take effect within the body are used to reveal one’s beauty. Minimalistic, from the pack to the formula itself, the “no-nasties” or no superfluous ingredients claim is fiercely upheld.


Ingredients made in Scandinavia: spring water, cranberry, birch sap


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