November was like a festival for "coducks" (a term for cosmetic enthusiasts). Black Friday sales were happening everywhere, and special limited editions known as holiday editions were being released.

The most talked-about topic among coducks on social media in November was undoubtedly the Black Friday events. Many coducks were eagerly waiting for the November "Bluff" while filling their shopping carts with their favorite and desired cosmetics.

NEWEN AI, a big data analysis company based on generative artificial intelligence, recently published its monthly beauty report for November. This report was compiled after NEWEN AI conducted a primary investigation of the top-selling beauty brands through major domestic beauty product retailers (Olive Young, Naver Shopping, department stores, etc.) and then analyzed the top 500 brands based on mention volume (information volume) across online channels (including social media like Instagram and TikTok, as well as major communities like Naver Cafe).

According to the report, in the makeup category for November, 'Romand' was the most mentioned brand among domestic consumers, while 'Innisfree' topped the skincare category, both being selected as 'Top Popular Brands.' The mention volumes for the two brands were 5,412 and 2,595, respectively. The brands that emerged as 'Hot Brands' due to word of mouth compared to the previous month were 'Pia' (in the makeup category) and 'Centellian24' (in the skincare category).

Among the top 3 brands in the makeup category, Romand saw an increase in mentions due to the renewed launch of its popular product, Juicy Lasting Tint. Second place Etude House experienced a significant rise in makeup introduction posts with the release of its holiday edition, 'Dear My Bestie Collection' and 'Nymph Glow Volumer Set.' Third place Peripera stimulated consumer desire with a limited sale of products in collaboration with the nostalgic animation 'Cardcaptor Sakura.' Notably, the character-themed packaging, Kero pouch, and Kero magnet doll giveaways became a hot topic.

Among the hot 3 brands with high growth rates, Pia, ranked first, gained attention through collaborations with 'Crayon Shin-chan' and 'Happy Puppy House,' particularly the Choco Bi edition in collaboration with Crayon Shin-chan, which was mentioned as a 'must-have item' among fans. Second place Too Cool For School officially launched the hot 'Eye Glitz' product as a giveaway, raising consumer expectations, while third place Daisy's Pop-up and collection decorated in a holiday mood at The Hyundai Seoul saw an increase in review posts.

Among the top 3 brands with high mention volumes on social media in November, Innisfree attracted consumer interest with its edition in collaboration with Line Friends' Mini. Additionally, the 70% discount offered during the Black Friday sale garnered significant attention.

Second place Mediheal upgraded its existing Madecassoside Essential Mask, raising consumer expectations, and continued to be mentioned as a recommended item by Olive Young.

Third place Witch's Factory also saw many product recommendation posts due to the Black Friday sale and increased consumer interest with the release of a special edition in collaboration with the movie Wicked.

Among the hot 3 brands with a high increase in mention volume compared to the previous month, Centellian24 ranked first with the launch of its new products 'Madeca Powder Tea Tree AC' and 'Vita C Vitalizing Boosting Ampoule,' which are effective for anti-aging and blemish care.

Second place Zeroid continued to receive visit review posts from its Olive Young pop-up, and many recommendations were generated for its moisturizing cream, suitable for winter use. Third place Toriden launched a holiday planning set, which was mentioned as a recommended gift item for the year-end.

Looking at the mention volume by channel in November, Olive Young saw an increase in information volume compared to the previous month due to its Black Friday sale event.

New Commerce experienced a slight decrease in information volume compared to the previous month, but a significant increase compared to the same period last year. Although there were no changes in rankings among New Commerce brands, Market Kurly saw an increase in mention volume due to offering up to 85% discounts to celebrate the second anniversary of Beauty Kurly.

Department stores and duty-free shops both saw a significant decrease in information volume compared to the previous month and the same period last year. Among them, Hyundai Department Store attracted attention with its 'Cosmetic Fair' featuring luxury beauty brands, while Lotte Department Store held a holiday ice rink event in collaboration with Chanel, leading to many mentions focused on visit reviews. Notably, Chanel's signature product, the No. 5 perfume, was frequently mentioned alongside its holiday edition, making it the most mentioned among department store products.

[Reporter Kim Hyo-hye]