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The success of South Korean brands has a lot to do with Chinese consumers copying the style of South Korean soap opera and music stars, they'll even go so far as to get the particular products being used by these stars. The stores will try to get in the exact shades that South Korean actresses are using.
South Korea is really the hot market for innovation and it's even overtaken markets like Japan as the place where everyone looks for the experts in skincare. The Chinese are fascinated by facial skincare and by face color cosmetics, south Korean women are very much held up as the standard of beauty across Asia.
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