A leading global FMCG company sought to understand the rapidly growing Korean skincare trend in the Indian market, with a particular focus on essences – a relatively new product category for Indian consumers. Using video intelligence on trending korean skincare content, the brand discovered exciting content themes, hooks and influencers to partner to for launching their product.
8600+ Videos
200K+ Conversations
We wanted to identify key consumer pain points when it comes to skincare and key consideratio drivers for essence. Hence we leveraged both Communities to understand from unbiased consumer conversations and overlaid that with social trends in skincare. Our AI engine processed multi-dimensional semantic patterns to decode the Korean skincare ecosystem, clustering product categories, consumer concerns, benefits sought, preferred ingredients, and competitive positioning. AI-led analysis combined with human-in-the-loop validation placed special emphasis on facial essences – an emerging product type – to develop a comprehensive knowledge graph mapping consumer perception, usage patterns, and product differentiation architecture compared to adjacent categories like serums and toners.
Our AI system executed multi-layered computational analysis across several data dimensions:
Our AI identified face serums as the dominant conversation driver (47.2%), revealing strong consumer interest vectors, while essences represent an emerging category with a significant projected growth trajectory as consumer adoption patterns evolve.
Natural language processing revealed statistically significant overlap in consumer lexical usage between essences, toners, and serums, indicating a requirement for an educational content strategy to establish definitive category differentiation in the market.
Ingredient mention frequency analysis identified snail mucin (45.3%) as the statistically dominant ingredient in essence conversations, followed by green tea and niacinamide. Sentiment correlation algorithms identified these ingredients as high-value solutions for addressing Indian consumers' primary concern clusters: dark spots, inflammation, and dryness.
Our platform detected market-specific usage patterns showing how consumers particularly value Korean skincare for addressing hyperpigmentation, dark spots, and acne – concerns that computational analysis shows align with Indian skin types and climate variables. AI-generated opportunity mapping suggests that product formulations targeting these specific concerns with validated Korean ingredients would achieve optimal market penetration.
Conversation trend analysis detected emerging hybrid product mentions (essence-toner, essence-serum), quantitatively indicating consumer preference for simplified routines while maintaining efficacy metrics. This data suggests significant innovation potential for multifunctional formulations balancing the lightweight texture properties of essences with targeted treatment efficacy.