Drowning in kimchi

If you’re looking for the Asian country that has designs on quietly "taking over" the world, look no further than South Korea. Here you have a nation that’s perpetually in conflict with its Northern counterpart, and yet, finds the time to develop a multi-pronged assault on the world, in terms of consumerism, art and culture. If decades ago, the wave originated from Japan, where the word tsunami comes from; the word for this present-day Korean wave is hallyu. If way back then one would mention Korea and the first things most Filipinos would associate with the country were kimchi and basketball player Shin Dong Pa, nowadays it’s Samsung, Korean telenovelas and watch out, TheFaceShop – the Korean business that’s growing so fast, and in so much of a rush, that they didn’t even bother to put spaces between the words of their retail brand name.

The first TheFaceShop opened recently at Glorietta 3 – it’s beside McDonald’s, on the passageway that has its Glorietta entrance in front of Landmark; and we’ll soon find branches at the SM Mall of Asia and SM North EDSA. Franchise-holder for the Philippines is the Suyen Corp., and given Ben Chan’s uncanny business sense and instincts, I wouldn’t be surprised if TheFaceShop eventually becomes as popular as Bench, Stairway to Heaven, bulgogi, Human, Full House, Korean beef stew, My Girl and Samsung home appliances and cellphones. Ben and Suyen Corp. are the perfect Philippine partners for TheFaceShop.

Marked by super aggressive Korean marketing and product know-how, TheFaceShop opened its first shop in Korea in late 2003. Founded by Jung Woon Ho, the concept and mission-vision was to create natural products from botanical extracts and sell them at much more affordable prices than the prevailing industry leaders. With products that range from skin and body care, to makeup and hair care, the exclusive stand-alone shops have blossomed to over 380 shops in Korea, and over 93 shops overseas in just three years.

In 2005 alone, the company experienced a 176 percent growth, amassing over $162 million in sales worldwide. To jumpstart his operations and break the stranglehold of the big players, Ho devised a system where shops ready to retool their establishments and go exclusively TheFaceShop had opportunities to enjoy higher margins. This strategy has worked wonderfully in changing the "face" (yes, pun intended) of cosmetic and lifestyle stores in the country, and paving the way for the company to expand overseas.

Inspired by how Naomi Campbell could be used for a "mass" brand like Gap in the United States, TheFaceShop tapped Korean matinee idol Kwon Sang Woo (Filipinos will remember him best as Cholo in Stairway to Heaven), and more recently, young actress So Young Ko, to maximize brand recall. Utilizing plants, grains, fruits, natural mineral water and oriental herbal medicine as the ingredients for his all-natural product lines, and marrying this with very clean, smart packaging, it’s not surprising to find these lines enjoying universal appeal. Add to this what I mentioned about how these quality products come to us at much more affordable prices, and the formula for success is virtually guaranteed.

I mentioned packaging, and with product lines such as these, packaging really becomes an integral part of the image the brand creates. On this count, TheFaceShop have done their homework. The bottles, the tubes, the containers – they all evoke high-end European brands and definitely look High Street, even if the pricing places them cheaper than the other globally known brands like The Body Shop and Origins. Definitely worth checking out, and there are showcases that display Men’s products – from shampoos and facial moisturizers, to shaving aids and fragrances. From horror films to telenovelas, from electrical devices to gadgets, and now, making inroads into the world of cosmetics and toiletries, this hallyu is a Korean wave we can welcome.