Just how Korean is the Philippines? It goes down to the skin. 

There is no questioning that the Philippines has been consumed by anything and everything Korean. Their influence has extensively been absorbed by Filipinos as seen in fashion, food, music and yes, skincare. 

Koreans are undoubtedly one of the most beautiful people in the world. This is because they have an immense passion for beauty. Ever heard of the 10-step Korean beauty routine? Yes. It is not uncommon to hear Koreans spending at least 40 minutes just on their skincare regimens using dozens and dozens of products. That is because skincare, for them, goes beyond simple washing and moisturizing. 

That is why Korean beauty products, both cosmetic and skincare, have successfully penetrated the global market and Filipinos have been a big consumer of their products. In the Philippines, there have been various Korean skincare products that Filipinos fell in love with. 

A study conducted by Capstone-Intel Corporation found out the sentiments of Filipinos on five Korean skincare products that have made waves in the Philippines. 

Methodology 

Capstone-Intel utilized its customized social listening tools in order to gather data across all publicly available social media posts from August 10 until October 10, 2023  in order to identify the sentiments of users about the topics. 

Facebook performance 

Innisfree 

In terms of post count Innisfree keyword made 73 posts which translates into a total engagement score of 620.2. 

Breaking this down, Innisfree got total comments of 414, total social volume of 487, total share count of 222 and a total reaction of 3,568. 

Nature Republic 

Nature Republic keyword isn’t lagging behind as much with a  153 post count translating into a total engagement score of 1,749.6. 

In detail, Nature Republic got 452 comments, social volume of 605, total share count of 1,189 and a total reaction count of 5,154. 

The Face Shop 

The Faceshop keyword had 728 post counts which yielded 9958.8 engagements. Breaking this down, it had 4,037 total comments, 4.765 total social volume,  4,263 total share count with a total reaction count of 52,921. 

Laneige 

The keyword Laneige had 27 post counts giving it a total engagement score of 1280.9. It had 406 total comments, 433 total social volume, 191 share count and 10,493 total reactions. 

Banila Co. 

Among the five, Banila Co had the least post count with just eight posts giving a total engagement score of 52.9. 

In detail, it had 39 comments, 47 total social volume, 23 total share count and 260 total reactions. 

The following is a breakdown of the reactions relating to the aforementioned skincare brands and keywords related to them. 

Interpreting the reaction distribution, the overwhelming “like” and “love” reactions mean Facebook users have positive sentiments for all brands 

Note that according to the standards for scanning, the emotions “Like” and “Love” are considered positive, “Haha” and “Wow” are considered neutral, and “Sad” and “Angry” are deemed negative.

Top posts 

For Innisfree, the post with Seventeen’s Mingyu being the latest member to obtain a modeling campaign yielded the most number of engagements

For Laneige, the post of South Korean actress Kim Yoo Jung thanking her fans and supporters for sending food and coffee trucks to her film set on her birthday made the most engagement. The brand was mentioned in the post.

KStarLive’s Facebook post about South Korean singer-actress Shin Sekyung looking surreal in her silver hair ℅ Banila Co yielded good engagements.

Meanwhile, fans of Nature Republic Philippines were drawn to the brand’s post promoting its various products.

In analysis, the engagements of these skincare products were mostly driven by the appeal of the famous endorsers carrying them.