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Asia's anti-ageing marketing is stuck in the past, says expert

By Lucy Whitehouse + , 22-Jun-2016

Asia's anti-ageing marketing is stuck in the past, says expert

The head of a leading marketing agency for beauty players in Asia has said that communications around health and ageing from beauty and health care brands in the region is lagging.

Speaking recently, managing director of iris Singapore, Craig Mapleston, voiced his belief that the market needs a shake up.

With Asia Pacific’s ageing population and burgeoning middle class, healthcare is one of the fastest growing industries in our region,” he said. “However, much of the communications in this space – both B2C and B2B - is stuck in the dark ages.”

It’s time to make a more real and authentic connection with consumers and healthcare professionals. And it’s time to innovate in the ways we tell these stories.”

The agency’s clients include Philips, P&G and Parkway Medical.

Anti-ageing Asia

The anti-ageing market, particularly the products aimed at the major regional consumer concern of skin lightening, has long been a dominant segment within the Asia region, and this is set to continue.

Analysts predict further strong growth in the coming period, with anti-ageing in Asia expected to climb at a CAGR of 9.3% up to 2020, reaching an expected value of USD 30.92 billion.

One blossoming element to this category is the consumer demand for anti-pollution products: in recent months, environmental pollution and its ability to penetrate the skin barrier has seen anti-pollution skin products take centre stage as a hot new segment.

Bringing the category forward

In light of its ever-growing, enormous potential, Mapleston was quick to criticise the dated nature of the majority of marketing around health and beauty in Asia - “think stock imagery of idyllic lifestyles and carefree walks on the beach [...] think sales presenters and powerpoints" - and suggests it's time for these industries to step into the modern era.

Analyst predictions that growth for the category is being bolstered by a rising awareness of signs of ageing among younger generations (X and Y) suggest that updating the conversation around the category will indeed serve brands well in the period ahead in Asia.

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