Follow the manufacturers – consumer-led approach pays off for ingredients players in Asia

By Andrew MCDOUGALL contact

- Last updated on GMT

Follow the manufacturers – consumer-led approach pays off for ingredients players in Asia

Related tags: Personal care, Procter & gamble, Cosmetics, Developed country

The tactic employed by ingredients suppliers in order to stay one step ahead has developed a much more consumer-led theme in recent years and this is relevant when observing the big players’ approach to Asia.

With the biggest cosmetics manufacturers targeting Asia-Pacific and reaping the rewards of producing region-specific products, it only seems logical that ingredients suppliers get closer to the consumer too.

Following suit

Beauty behemoth L’Oréal has seen Asia contribute to its continuing financial growth; whilst Estée Lauder has launched an exclusive Chinese brand of products tailored to the specific needs of these consumers; and Procter and Gamble has even moved its headquarters to Singapore.

Speaking with the big ingredient players reveals how they are now making sure they are evolving their personal care divisions into more consumer-led entities and getting closer to the market.

By speaking to consumers and paying close attention to their needs while also following trends at their earliest stages, suppliers can produce tailored products to fulfil certain needs.


US-based Ashland opened a new technical facility in India last year to develop its hair and skin care offerings, drawing upon the specific needs of the local market.

This was followed by another technical centre opened in China, as the company looks to target a different set of demands and develop products that suit local consumers.

European chemicals company BASF set up its Care Creations part of the business to focus its cosmetics operations on meeting market demands and tracking trends. This sees it having a presence throughout the world, including many operations in APAC, in which it tracks local demands and can develop products accordingly.

Recently, it also teamed up with fellow chemical player Petronas with further investment in their aroma ingredients project in Asia-Pacific, which will look to meet the growing demand of local personal care firms.

They’re all at it

UK-headquartered Croda has also turned to local market data when developing and analysing the efficacy of its products.

At in-cosmetics this year, it launched its latest skin care active developed from the Hoya lacunose flower grown on specialised farms in Thailand, and also told Cosmetics Design how different market data from Asia influences the development and use of its DuraQuench IQ ingredient for this market.

Symrise has developed a new skin brightening ingredient specific for China whilst also expanding its perfume production in the country.

Meanwhile, Clariant has reaffirmed its commitment to its personal care site in Thailand, and Evonik’s desire to strengthen relationships in India following the HPCI event, is another example of how ingredient players are looking to Asia as a promising arena in cosmetics.

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