It’s said that beauty is in the eye of the beholder, and that is especially true in some Asian almond markets. Koreans deeply value beauty. So much so that they have a ten-step beauty routine for skincare every day. Korea is also an influencer to its surrounding countries, and the Almond Board of California (ABC) uses that in its marketing. ABC Associate Director of Marketing Services Melissa Mautz said marketing in Korea and Japan is a little unorthodox compared to other regions and focuses on the beauty benefits of almonds like vitamin E.
Listen to Mautz’s full interview.