As role models for local youngsters nowadays, stars of Western stage and screen pale into insignificance compared to Korean cuties. So many Thai teens hope that by slapping on masses of snail or BB cream they can obtain the same fresh-looking, flawless complexion as celebrities like Yoon Eun-hye, Song Hye-kyo or Girl's Generation's Yuri.
A spin-off from K-pop and K-drama, the K-beauty trend has encouraged an increasing number of South Korean brands to enter the Thai cosmetic market and target consumers in a range of age groups.
The latest arrival is Mamonde, from AmorePacific, South Korea's biggest cosmetic company and the owner of such brands as Laneige, Etude House and Sulwhasoo.
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