Tide turns on ‘West is best’ mind set

By Michelle Yeomans

- Last updated on GMT

Tide turns on ‘West is best’ mind set

Related tags Market researcher mintel Cosmetics

 For Asia's home grown brands that have been working tirelessly to change the “West is best" mind-set with cosmetic consumers, it appears their efforts have paid off as the tide begins to turn...

Indonesian makeup firm, Professional Artist Cosmetics is just one brand that's been working to change the “Everything from the West is best" with Eastern consumers in recent decades.

Founder, Martha Tilaar says a lack of beauty products created for Asian skin and this mind-set is what encouraged her to establish her colour cosmetics line back in 1977.

To date, Tilaar's company has grown to include ten beauty brands including Sariayu, the most well-known local brand in Indonesia, which is competing with the international brands that have long dominated the market.

Now the East is starting to influence the West...

The tide has changed so much that Eastern beauty products have now become an influence on the Western cosmetics industry.

According to market researcher Mintel, it is the popularity of BB Creams and the use of botanical and herbal ingredients that are prompting Western brands to launch products with extracts from Eastern traditions and the opportunity for international brands to develop more finished beauty products both locally and in the West.

The arrival of BB Cream in Western markets is more recent, but European retailers say sales are encouraging thanks to coverage in the beauty and national press whipping up excitement about the produc​t,” says Mintel's Vivienne Rudd, director of insight, beauty & personal care.

Beauty drinks trend coming from Asia

Fellow market researcher Mintel also reckons that the Eastern influence coupled with numerous launches of beauty drinks could also change America's uptake of nutricosmetics in the coming years.

According to analyst, Chris Lindsay, beauty drinks are very much at home in the Asian market with 69 % of last year’s NPD found in the region and herbal teas containing antioxidants have long been part of Oriental culture and are well known for their health benefits.

However, now Lindsay says that this trend isn’t exclusive to Asia with 'Lanilai’s Maui Mango Passion Flavoured Relaxation Drink' proving popular in the US, whilst in Europe 'Nais Q10' anti-ageing drink’s high level of antioxidants has resonated with consumers.

"As inspiration from the East continues to make its mark on global markets, beauty drinks can use this platform to appeal to Western consumers," ​Chris says.

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