Contrasts and continuity
Asia’s Beauty market explored
Asia stands as a continent of contrasts, not just culturally and historically, but also in its beauty market dynamics. Whether it’s the eco-conscious consumer in Southeast Asia or the tech-savvy Gen X in North Asia, the beauty landscape is as varied as the cultures it spans. This intricate region can only be understood by diving into the threads of its tapestry, examining each unique pattern and hue.
We’ve gone deep to not only identify what beauty products are bought but also understand the reasons and occasions for their usage.
South East Asia: The young and the restless
The pulse of Southeast Asia is young and rapidly urbanising. This isn't just a demographic shift; it's a transformation that's influencing the beauty industry in manifold ways. The region's median age skews young, providing fertile ground for trends to take root and flourish. As cities expand and populations migrate, we see a blossoming of diversity in demand, especially in beauty products.
These younger consumers, primarily Millennials and Gen Z, are not just trend followers; they are trendsetters. Their average spending per buyer on beauty products is higher than that of other age groups, making them the driving force behind the growth of modern trade channels like e-commerce, drug and pharmacy, and specialised beauty stores.
Younger consumers, primarily Millennials and Gen Z, are not just trend followers; they are trendsetters
Of course, social media also plays a pivotal role in shaping beauty preferences among these younger demographics. Increasingly it serves to not only educate them on new regimens and benefits but also influences indulgent and impulsive purchases often made right within these platforms. This creates what amounts to a seamless shopping journey, from the viewing of content to in-application shopping.
Sun surge
There has also been increasing awareness of hair and skin issues that has led to meaningful changes in beauty routines. To that end, the use of UV sunscreens has soared in some markets.
In Indonesia, the April heatwave of 2023 was not just another sweltering month; it was a wake-up call. The government turned the scorching sun into a spotlight on the critical need for sunscreen. The heatwave was a harsh reality check, but it also brought forth a more enlightened perspective on sun protection.
Meanwhile, in Vietnam, a nuanced conversation is taking place around skincare. The emphasis is not merely on shielding oneself from the sun but on a more holistic approach to skin health. Sun protection is no longer a solitary step but an essential part of a broader skincare regimen. The prevailing sentiment is, if you're skipping the sunscreen, you might as well throw out your other skincare products. It's a compelling shift in thought, one that acknowledges the layers of benefits, from reducing the risk of skin cancer to enhancing the effectiveness of other skincare steps.
Sophistication continues
The undercurrent of this surge in sunscreen in Southeast Asia is a small reflection of evolving consumer awareness and attitudes toward overall beauty and self-care in the region. Ongoing education through social media alongside a growing interest in natural and safe products will serve as driving forces for millennials in Southeast Asia, a group well-known to be industry trendsetters. Given their influence, it is essential to stay engaged with them in order to win.
New cosmetic panel in India
Worldpanel's recently launched Cosmetic Panel in India continuously monitors the changes in consumer behavior within the Beauty industry.
This panel is specifically designed to track and report purchases in four primary categories: face, eye, lips, and nails. It comprises a representative sample of over 3,000 women aged 18 to 44 who consistently record their purchases. This data provides an insightful perspective on consumer behaviour in the Indian cosmetics market, unveiling trends such as the fact that 40% of cosmetic shoppers make online purchases, but only 7% do so exclusively.
For further information,please reach out to our experts.
North East Asia: A market of mature buyers, Gen X
North Asia is home to some of the oldest populations in the region, and this demographic makes a significant contribution to the beauty industry. Despite economic hardships affecting their post-pandemic recovery, their spending in beauty remains higher than the average shopper.
And it’s not just about what they’re spending, it’s where they’re spending. As we know, e-commerce in North Asia is highly advanced, but what might not be as well known is that mature buyers are just as engaged on some of the digital channels as younger ones. For example, in South Korea, live commerce has found a large viewership among the 45-54 and 55-65 age groups, for whom gaining product information is the primary reason for watching. In Mainland China, Livecast e-commerce is flying high, with strong penetration from platforms like Douyin having a continued strong presence amongst Gen X and middle-income demographics. These platforms persist in fueling innovation and delivering not only product information but also insights on how to use them, enticing consumers to explore a wider range of products and address for various demand moments of caring.
The older age groups also have a higher engagement with skincare products than they do with makeup — important to understand when connecting with the motivations behind these behaviours. In Mainland China, the focus is on light and nude expressions facilitated by makeup bases and primers. In contrast, South Korea leans towards easy and convenient applications like cushion bases and lip balms. From a usage perspective, benefits such as nourishing and coverage are much more important for females over 45 using face makeup.
Future of Beauty innovation
An increasing number of consumers are seeking quick and effective beauty services, especially Gen Xers. This is particularly so in South Korea and Mainland China, though a trend across most countries in Asia. As a result, the requirements for topical beauty products are evolving quickly in terms of their function, texture and communication to consumers.
Traditional and mainstream anti-aging and skin tone (spot removal) treatments are typically best addressed through comprehensive treatment services. This leaves a distinct gap in consumer demand for traditional products. Consequently, consumers are now seeking fast post-treatment recovery, deep moisture care, and skin sensitivity management from these traditional topical products. Alongside this is a shift in demand towards lighter and more potent product textures, especially among Gen X consumers.
Understanding how consumer demand evolves with the introduction of product innovations is essential to maintain competitiveness in this rapidly changing industry.
