What’s trending: Nivea, SK-II, Shiseido on APAC beauty market and consumer insights

Nivea’s China premiumisation strategy yielding success in face and body care​​​

German personal care brand Nivea’s premiumisation efforts has helped to increase the average selling prices of its face and body care portfolio.

Despite the challenging market conditions in China cause by the COVID-19 restrictions, Nivea managed to grow its business thanks to its premiumisation strategy both online and offline.

The company’s attempts to premiumise its portfolio helped to increase the average selling price of its facial care products.

SK-II CEO: Travellers more likely to invest in premium beauty products​

The travel retail channel holds major potential for luxury beauty, but more effort must be made to secure increasingly demanding travellers, says the CEO of SK-II.

Global CEO of SK-II, Sue Kyung Lee, said that while the beauty consumers’ travel shopping habits had not changed dramatically post-pandemic, certain existing characteristics have heightened.

“It’s really important for us to give her the right information before her trip because when she travels, she’s very, very keen to invest. And what she’s looking for is higher quality, so she’s really willing to invest in the premium products if it really meets the value creation.”​

SHISEIDO: Beauty consumers seeking out strong lip colours with balm-like comfort​

Japanese beauty brand SHISEIDO is releasing a new lipstick that will tap into post-pandemic consumer demand for both strong colours without compromising on comfort.

While attributes like longevity still remain important to consumers today, they are also prioritising the comfort of the lips.

Against this backdrop, SHISEIDO developed TechnoSatin Gel lipstick which will cater to these new demands. The brand claims that the new product is a long-wearing, highly pigmented lipstick that has a “stress-free feel like a lip balm.”​

The Body Shop’s aims to move away from the ‘idealisation of youth’ with Edelweiss​

The Body Shop’s Edelweiss skin care range is moving away from anti-ageing language and instead focuses on the message of building skin resilience to help consumers in their quest to ‘age gracefully’.

With Edelweiss, the company focused very strongly on one keyword: resilience.

With the rise of the inclusivity movement, brands like The Body Shop are moving away from terms like ‘anti-ageing’ and choosing more positive terms like ‘pro-ageing’ and ‘well-ageing’.

Aromatica aims to expand offline in promising US market – CEO​

K-beauty brand Aromatica is focusing its efforts on strengthening its brand presence in the US market, where it is aiming to expand into the physical retail market.

Today, the company is zeroing in on the US market, where aromatherapy is “booming” said CEO Jerry Kim.

The brand is currently available in the US through its own website and Amazon. The brand said it was doing well on Amazon. Its scalp treatments have featured on Amazon’s top 10 hair care rankings.