Asian beauty trends report From Kantar Worldpanel

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The following is the Asian beauty trends report From Kantar Worldpanel recommended by recordtrend.com. And this article belongs to the classification: Kantar, Life data, research report.

According to the report, the Asian beauty market sales increased by 8% in 2018, far higher than the 5% growth in the overall FMCG market. Natural ingredients that can keep skin healthy, make-up to achieve natural make-up, and skin care products for men have become important growth drivers in the Asian beauty market.

Ashley Kang, head of beauty business in Asia Pacific region of Kaidu consumer index, said: “Asian consumers believe that health is the most important thing to achieve happiness, which is almost twice as much as they want to have money. They think that skin care products have the function of health care, which has changed the products and effects they expect. Asian consumers have a wealth of knowledge about skin care, so brand promotion and communication must be transparent. At the same time, health trends are driving the growth of some emerging product forms. “

Make up is becoming the mainstream

“Asian beauty trend” shows that high-grade skin care and color cosmetics products with medicinal makeup characteristics are becoming more and more popular. In 2019, the penetration rate of 1 cosmeceutical brand in the Korean market has been close to 45%, which has a significant increase compared with the 25% in 2017. The penetration rate of cosmetics brands in Taiwan ranked second, reaching 40%, higher than 37.6% in 2017.

Cosmetic products contain some special ingredients and are effective in solving specific skin problems such as eczema. However, the products with these functions are more and more widely used, such as sensitive skin and pollution protection. Cosmetics used to be a niche market. Only brands with pharmaceutical background set foot in the field. Now it is becoming the mainstream. Some popular brands have launched their own cosmetics series. The expansion of retail and distribution networks has also helped these products move out of pharmacies and into a broader market.

The demand for natural make-up gives birth to new series and subdivided products

Today, natural make-up is the most sought after by Asian consumers. Making skin tender is the foundation of natural makeup. Therefore, the sales volume of the essence of intensive water replenishment has increased significantly. The trend of Asian cosmetics shows that the market penetration of Korea’s essence is the highest, at 61%, and 58% in 2017. In China, the market penetration of essence has increased from 18% in 2017 to nearly 26% in 2019.

The natural makeup that looks like “no need to care” actually needs delicate care, and the make-up make-up that helps consumers achieve the ideal transparency, including foundation solution, BB cream and makeup milk / Concealer cream, is very popular.

The Kaidu consumer index predicts that cosmetics with skin care or medicinal effects will be a key growth area in the future. Many products between skin care products and cosmetics have entered the market, such as the cream that can instantly enhance the brightness of the skin. In the Chinese market, positioning these products as skin care products is an effective strategy, as the public still believes that the pigments in cosmetics are harmful to health.

Men’s skin care products bring important growth opportunities

In Asia, the number of men using skincare products is also growing steadily, especially in China, South Korea and Thailand. As the beauty steps increase, they buy more and more categories of products. But most men are still not used to buying exclusive products. Men’s products account for 10% of total cosmetic sales in Asia, according to the report. At present, the growth rate of this small step market is slower than that of neutral skin care brands.

Ashley Kang added: “men in their 20s are most likely to buy men’s skincare products, but as they get older, they are less fussy. This is a huge growth opportunity for brands with oil control, anti-aging, whitening and sunscreen effects. These brands can upgrade their consumption so that male consumers can shift their spending on neutral products to men’s products, and prevent them from “lax” in beauty as they grow older.

Consumers pursue “customized” products

Asia beauty trends points out that customized products are rapidly rising in the Asian market in the field of skin care products and cosmetics. Asian consumers believe that if a product is tailor-made for them, it will feel more effective and give consumers a special sense of satisfaction. At the same time, computer-assisted skin diagnosis enables skin care brands to assess individual skin conditions and provide individual product formulations. Consumers are also increasingly looking for products that offer customized color numbers, materials and effects, the report said.

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