Odile Monod • 뷰티업계 종사하는 오딜 언니

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Odile Monod • 뷰티업계 종사하는 오딜 언니

Odile Monod • 뷰티업계 종사하는 오딜 언니

@odilemonod

Senior Art Director & Beauty Marketer working in Korea. 15+ yrs in Beauty. I translate and share insights on Korean Beauty trends, regulations, & history.

Republic of Korea Katılım Temmuz 2019
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Odile Monod • 뷰티업계 종사하는 오딜 언니
Have you ever come across some online comments that sounded something like... "I always get sunburned whenever I use one of those Asian sunscreens. Those sunscreens are a scam." In this video, I'll tell you why this happens and share with you an updated selection of my favourite Korean sunscreens for all occasions and uses. youtu.be/nLQq9gNy89Q #kbeauty
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Odile Monod • 뷰티업계 종사하는 오딜 언니
South Korea becomes the first country in the world to ban AI-generated video content featuring fictitious medical experts. Last year, I reported that the South Korean government was planning to curb the spread of AI-generated video content featuring non-existent “experts” and medical professionals promoting health and beauty products by requiring this type of content to be clearly labelled as AI. Last week, the National Assembly went a step further and passed a bill to ban this type of content altogether. The law will come into effect 6 months after its promulgation, which is expected to happen next month.
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Odile Monod • 뷰티업계 종사하는 오딜 언니@odilemonod

South Korea has announced new measures to curb the spread of AI-generated false and exaggerated advertising on social media. This move comes after a rapid increase in ads featuring deepfaked celebrities or AI-generated "experts" and medical professionals, promoting health and beauty products online. To address this, the government will introduce several measures: ● Mandatory labelling: From January 2026 anyone who creates or edits AI images or videos and posts them online will have to clearly label them as AI-generated. Removing or hiding the label will be prohibited. ● Faster intervention in high-risk categories: Authorities will keep a close eye on sectors where AI ads are particularly rampant (food, pharmaceuticals, cosmetics, quasi-drugs, and medical devices). When ads in this category are flagged as misleading, will be placed under accelerated review within 24 hours. ● Stronger penalties for deceptive AI advertising: Using an AI-generated avatar to promote a product without disclosing the AI nature of the content will be treated as misleading advertising. Furthermore, using an AI-generated avatar to pose as a real doctor or expert to promote a product will be treated as deceptive advertising. Penalties will include substantial sanctions and the possibility of punitive damages up to five times the harm caused. #kbeauty #korea

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Odile Monod • 뷰티업계 종사하는 오딜 언니
Korean media is reporting that, following its acquisition by L’Oréal in December 2024, this month Dr.G’s CEO has stepped down and a new general manager from L’Oréal was appointed to lead the brand’s global expansion. As mentioned last year, L’Oréal has decided to streamline the portfolio of Gowoonsesang Cosmetic (the parent company of Dr.G) by discontinuing all secondary brands to focus exclusively on Dr.G. This includes the recently launched vegan skincare brand Vividraw and the make-up brand Heal Us. In February this year, L’Oréal said that although its skincare division had grown consistently over the past 8 years, it ultimately didn't meet the company's 2025 targets, and pointed fingers at the recent rise of new indie brands. With this in mind, L’Oréal sees Dr.G as key to drive the company's "derma-focused" strategy in the world moving forward. #kbeauty
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Odile Monod • 뷰티업계 종사하는 오딜 언니
After an abrupt and largely unexplained exit from the Korean market in 2024, German professional haircare brand Wella Professionals is re-entering Korea, this time in partnership with a new domestic distributor, SMCOS. #kbeauty
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Odile Monod • 뷰티업계 종사하는 오딜 언니
Korean dermocosmetic brand Dr.G is set to relaunch its iconic “R.E.D Blemish Clear Soothing Cream” with a new, upgraded formula. The new version, “R.E.D Blemish Clear Soothing Cream EX”, features 10-Cica Exosome, a proprietary ingredient created by compressing 10 active components derived from Centella Asiatica under ultra-high pressure and encapsulating them into exosomes that are 2,600 times smaller than skin pores, helping deliver hydration and intensive soothing deep into the skin. The cream has been shown to temporarily reduce skin temperature by 9°C upon application, decrease skin redness by 10.7% after 24 hours of use, and provide up to 200 hours of skin barrier support. The new formula was tested to be 3 times more effective than the previous version, reaching up to 30 layers into the stratum corneum (whereas the previous version was tested to penetrate only up to 10 layers deep), while providing skin barrier support for twice as long. #kbeauty
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Odile Monod • 뷰티업계 종사하는 오딜 언니
Another day, another Korean beauty company going all-in on generative AI. CJ Olive Young has announced it’s rolling out Gemini Enterprise across the entire company to establish what it calls an “AI-based work environment”. All Olive Young employees are expected to start incorporating AI into their daily work: merchandisers and marketers will be able to develop their own AI tools for market research and customer data analysis (which are currently done manually), stores will use AI to track shelving and inventory in real time, while global operations will rely on it to tailor product information to different markets and languages. Olive Young says this is the first time in Korea’s retail sector that generative AI is being integrated into the workflows of all employees. [Visual: 이톡뉴스] #kbeauty
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Odile Monod • 뷰티업계 종사하는 오딜 언니
Korean beauty giant Amorepacific is withdrawing Mamonde from China after 21 years. This decision is part of a broader strategy to streamline AP's brand portfolio in the Chinese market and focus on higher-margin businesses. The company has already scaled back brands like Innisfree and Etude and is now concentrating on luxury and functional skincare brands like Sulwhasoo and Laneige. Once a popular entry-level K-beauty brand, Mamonde has been struggling in China since 2018 due to the rise of local "C-beauty" brands and a growing preference among Chinese consumers for domestic products ("Guochao"). Despite attempts to revive the brand through rebranding, a younger-looking image and a stronger digital strategy, the results have been disappointing, prompting Amorepacific to withdraw Mamonde from the Chinese market in 2026. #kbeauty
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Odile Monod • 뷰티업계 종사하는 오딜 언니
#Kbeauty brand Anua is currently making headlines in the US with the launch of a new line described as “co-developed with dermatologists”. The line was launched exclusively in the US market as a strategic move to position the brand in the dermocosmetics segment, an area where K-beauty has not traditionally been as strong in the eyes of international consumers. It is worth noting that this line, as it is currently marketed, could never be launched in Korea, where marketing claims suggesting endorsement by medical professionals or implying medical applications have been outlawed since last year, as you might remember from my previous posts. x.com/odilemonod/sta…
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Odile Monod • 뷰티업계 종사하는 오딜 언니
K-beauty distributor Landing International has signed an exclusive partnership with US-based Military Prestige Marketing to bring Korean cosmetics into US military retail stores. The two companies will work together to bring innovative Korean beauty products to service members and their families, while also investing in product education and in-store experiences. #kbeauty
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After the extraordinary success of Rejuran’s skincare line, it was only a matter of time before Juvelook followed suit. Juvelook, one of Korea’s most popular injectable “skin-booster” treatments, has now officially launched its own topical skincare line, joining a growing trend of clinical beauty brands translating their aesthetic treatments into at-home skincare products. #kbeauty
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Odile Monod • 뷰티업계 종사하는 오딜 언니
Every Italian who has had to work with people trained entirely in the (contemporary) Anglo-Saxon system learns this the hard way. The difference in how people approach problem solving or construct simple arguments becomes very obvious very quickly. I once worked for a large conglomerate in London where a top manager admitted they had no idea who Stalin was because "history isn’t compulsory at GCSE" 🤷‍♀️ Ironically, many Italians in Italy spend their time complaining about their education system without realising the advantages it actually gives them. A textbook example of fish not knowing what water is until they’re out of it.
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Alessandro Riolo
Alessandro Riolo@aledeniz·
Whenever I read how Anglo-Saxon countries examine their university students, I think world university rankings are wrong. Universities with an examining tradition like the Italian one – basically dominated by a filtering stage with closed-book, pen-and-paper, analytical constructed responses (computational, problem-solving, essays, etc.) followed by an oral exam to verify, confirm, and expand the written evaluation – should rank much higher than universities following the examining tradition developed by Anglo-Saxon universities over the 20th century, which relies on merely factual, objective-type responses focused on recognition. Anecdotally, having been trained in the Italian tradition (which was also traditional in Anglo-Saxon countries until the whole 19th century), I find current Anglo-Saxon examining methods a child's play. Multiple choice, single best answer, true/false, yes/no, matching, even multiple select may be appropriate for primary school, perhaps middle school, but universities whose students are limited to such non-analytical examining should not rank above those with properly, classically examined students.
Dr. Sally Sharif@Sally_Sharif1

I just gave a closed-book, pen-and-paper midterm exam in my 300-level course at UBC with 100 students. All exams were graded by an experienced graduate-level TA according to a rubric. *** The average was 64/100.*** My class averages at UBC are usually 80-85. Context: • This was the first midterm, covering ONLY 4 weeks of material. • Students had a list of possible questions in advance: no surprise questions. • Questions included (a) 3 concept definitions, (b) 3 paragraph-long questions, and (c) a 1.5-page essay. • I have taught this class multiple times. Nothing in my teaching style changed this semester. • We read entire paragraphs of text in class, so students don't have to do something on their own that wasn't covered during the lecture. • Students take a 10-question multiple-choice quiz at the end of every class (30% of the final grade). • Attendance is 95-99% every class. Attention during lectures and participation in pair-work activities are very high → anticipating the end-of-class quiz. *** But unfortunately, I suspect many students are not reading the material on the syllabus. They are asking LLMs to summarize it instead.*** After the midterm, students reported: • They thought they knew concept definitions but couldn't produce them on paper. • They thought they understood the arguments but struggled to connect them or identify points of agreement and disagreement. My view: It might be “cool” or “innovative” to teach students to summarize readings with ChatGPT or write essays with Claude. But we may be doing them a disservice: reducing their ability to retain material, think creatively, and reason from what they know. If you only read what AI has summarized for you, you don’t truly "know" the material. Moving forward: We have a second midterm coming up. I don't know how to convey to students that the best way to do better on the exam is to rely on and improve their own reading skills.

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Odile Monod • 뷰티업계 종사하는 오딜 언니
Today, Centellian24 has relaunched its bestselling Mela Capture Ampoule with a new, upgraded formula ("Season 5"). The new version is formulated with two new patented ingredients (Mela White and Snow Teca), as well as Ascorbic Acid, Niacinamide, Tranexamic Acid and Glutathione to help brighten the complexion, prevent the formation of new hyperpigmentation, and lower skin temperature by -6.6°C. As with the brand’s cult Madeca Cream, Centellian24 continues to sell all previous editions of the ampoule (Season 1, Season 2: RX, Season 3: Pro, Season 4: Max). #kbeauty
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LG H&H has announced that its NAD+ stabilisation technology used in Whoo's Bichup line has won the IR52 Jang Young-shil Award, the most prestigious government award for technological innovation in Korea (not just in cosmetics, but across all industries). You might remember I mentioned this award in my guide to Korean retinoids. This is big news, especially when so many domestic brands have tried to copy these products by simply adding NAD to formulas without proper stabilisation or delivery technology. LG H&H has been working on the technology for over a decade, it is good to see true innovation and long-term R&D recognised, particularly in a market that often moves very fast. I will break down the technology properly in my next video. #kbeauty
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Odile Monod • 뷰티업계 종사하는 오딜 언니
Oh thank you! I wouldn’t say there have been major changes in the premium / masstige segment Caudalie was operating in in the last year. If anything, that part of the market has reached a level of maturity where foreign brands can’t really rely on their “foreignness” anymore. Without a properly localised strategy, meaning a real understanding of Korean distribution channels, consumer behaviour, and market dynamics, it’s very hard to stay competitive. I think European brands tend to struggle more in this sense (I say this as a European working for a European group) as they often come from markets that are still very brick-and-mortar driven, while Korea is an intensely hyper-digital beauty ecosystem.
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Nik.T 🧸 
Nik.T 🧸 @nikkeltz·
@odilemonod Oh i read this last year when you posted it 😊 i was wondering if there were any changes in the past year since korean skincare seems to evolve faster and there are new brands emerging more frequently.
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Odile Monod • 뷰티업계 종사하는 오딜 언니
French skincare brand Caudalie has announced that it will be withdrawing from the Korean market. It is the latest in a growing list of foreign beauty brands to exit Korea, following departures by Sephora (LVMH), Fresh (LVMH), Valentino Beauty (L’Oréal), Shu Uemura (L’Oréal) and Maybelline (L’Oréal). Another reminder of how difficult the Korean beauty market can be, even for established international brands.
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Odile Monod • 뷰티업계 종사하는 오딜 언니
For what it’s worth, Shu Uemura didn’t leave Korea because of product quality or lack of demand. L’Oréal pulled the brand mainly because of escalating political tensions at the time, especially following the boycott of Japanese products a few years ago. If anything, Shu Uemura was actually hugely popular in Korea, their cleansing oil single-handedly kick-started the cleansing oil boom in Korea in the early 2010s.
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Odile Monod • 뷰티업계 종사하는 오딜 언니
I wouldn’t take Grok’s take at face value. The only point that holds some truth is the comment about outdated digital strategies in a hyper-digital market like Korea. Caudalie wasn’t competing with COSRX or Beauty of Joseon (both are brands targeted towards the foreign market, BOJ in particular is practically unknown in Korea....) in the first place. They target a very different, older and more affluent demographic, one that is perfectly comfortable buying foreign brands (brands like LRP, Lancôme, Sydney Paris and Uriage are very popular in Korea among this segment). The issue wasn’t price or “affordable K-beauty”, but how well a brand knows how to position and differentiate itself in the Korean market.
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Odile Monod • 뷰티업계 종사하는 오딜 언니
I wouldn’t take Grok’s take at face value. The only point that holds some truth is the comment about outdated digital strategies in a hyper-digital market like Korea. Caudalie wasn’t competing with COSRX or Beauty of Joseon (both are brands targeted towards the foreign market, BOJ in particular is practically unknown in Korea....) in the first place. They target a very different, older and more affluent demographic, one that is perfectly comfortable buying foreign brands. The issue wasn’t price or “affordable K-beauty”, but how well a brand knows how to position and differentiate itself in the Korean market.
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Nik.T 🧸 
Nik.T 🧸 @nikkeltz·
@odilemonod In your opinion, what sort of struggles/difficulties are they facing and how do they compare to Korea's local brands?
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Odile Monod • 뷰티업계 종사하는 오딜 언니
I spoke with the @smh about why Korean sunscreens cannot be officially marketed in Australia, despite their popularity. We discussed how sunscreens are regulated in Korea, how Korean labelling standards for water resistance claims are defined, and how this system differs from Australia’s therapeutic goods framework. [Link in the first comment] #kbeauty
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