/ Lifestyle

Informing Go-to-Market Base Makeup Strategy

The Challenge

A leading Korean beauty organization were seeking US expansion, and wanted to understand how they could best leverage partnerships with K-pop artists to increase awareness and affinity among US consumers.

Path Forward

We conducted in-depth in home ethnographies, and out of home shop-alongs with K-pop fans in the US. Our discussion explored key touchpoints with K-culture broadly, and K-pop specifically, as well as beauty routines, key category needs and shopping behaviors.


Our work illuminated the role of K-pop in the US, brought to life US market nuances and leveraged rich video and photo content to help stakeholders build empathy with US consumers. The work was also critical in identifying tactical ways to leverage relationships with K-pop artists through product and broader brand strategy.