글로벌 화장품 시장에서 자외선 차단제는 단순한 계절 상품을 넘어 안티에이징의 핵심인 ‘기능성 스킨케어’ 영역으로 급부상하고 있다. 특히 한국은 전 세계에서 까다로운 성분 기준과 높은 안목을 가진 소비자들이 포진한 선케어의 메카로 통한다. 이러한 시장 환경 속에서 일본의 생활용품∙화장품 기업 카오(Kao Corporation)가 자사 스킨케어 브랜드 ‘비오레(Bioré)’를 앞세워 한국 시장에 공식 진출하며 글로벌 사업 확장의 포문을 열었다.
유통업계에서는 카오의 이번 행보를 단순한 신시장 진출이 아닌, 글로벌 시장 영향력을 강화하기 위한 전략적 배치로 해석하고 있다. 비오레는 카오가 추진 중인 고부가가치 브랜드 육성 전략인 ‘글로벌 탑티어 포지셔닝 전략(Global Sharp Top)’의 핵심 자산이다.
이미 미주, 유럽, 아시아 등 66개국에서 탄탄한 입지를 다진 비오레가 굳이 경쟁이 치열한 한국을 찾은 이유는 K-뷰티의 상징성과 영향력 때문이다. 한국 시장에서의 성공은 곧 글로벌 기술력에 대한 보증수표가 된다는 계산이다.
비오레가 내세운 핵심 경쟁력은 독자적인 포뮬러 기술이다. 강력한 자외선 차단 지수를 유지하면서도 마치 바르지 않은 듯한 가볍고 산뜻한 사용감을 구현했다는 점이 특징이다. 시장에서는 최근 기후 위기로 인한 기온 상승과 야외 활동 증가로 인해 고기능성 선케어 수요가 폭발하고 있는 만큼, 비오레의 기술 중심적 접근이 한국 소비자들의 까다로운 취향을 저격할 수 있을지 주목하고 있다.
마케팅 전략 또한 글로벌로 전개된다. 카오는 한국 진출과 동시에 전 세계 15개국 이상에서 대규모 캠페인을 전개한다. 지난해에 이어 글로벌 K팝 그룹 ‘스트레이 키즈(Stray Kids)’를 모델로 재발탁하며 강력한 팬덤 마케팅을 예고했다. ‘햇빛은 당신을 빛나게 하는 스포트라이트’라는 메시지를 담은 이번 캠페인은 햇빛을 피해야 할 대상이 아닌 긍정적인 에너지로 재정의하며 감성적인 접근을 시도했다.
업계 관계자는 “성수동에서 개최된 글로벌 브랜드 이벤트를 시작으로 비오레가 한국을 글로벌 캠페인의 발신지로 삼은 것은 상징적인 포석으로 풀이된다”며 “각국 인플루언서들과의 협업을 통해 현지화된 콘텐츠를 생산하는 동시에, 글로벌 통합 크리에이티브로 브랜드 정체성을 통일하는 투트랙 전략을 구사하고 있다”고 분석했다.
고바야시 에미 카오 스킨케어 사업부문 대표는 이번 한국 진출을 아시아 확장과 글로벌 성장 전략의 중대한 전환점으로 꼽았다. 그는 세계적 수준의 자외선 차단 기술과 끊임없이 진화하는 스트레이 키즈의 이미지가 결합해 시너지를 낼 것으로 기대하고 있다. 향후 비오레는 한국에서의 성과를 바탕으로 글로벌 브랜드로서의 신뢰도를 공고히 하고, 기술 고도화를 통해 전 세계 소비자 접점을 더욱 확대해 나갈 전망이다.
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