Why keeping on top of Asia's face cleansing regimes will open doors...

By Michelle Yeomans

- Last updated on GMT

Why keeping on top of Asia's face cleansing regimes will open doors...

Related tags Skin care Cosmetics Consumer

When it comes to understanding consumer beauty preferences, the devil is in the detail, like knowing how many steps are in Asian consumers face cleansing routines for example.

According to Diagonal Reports, the younger generation is proving to be a strong consumer base in Asia's skin care market and these many millions of buyers want products that slot into their specific beauty regimes.

Understanding that, analysts say, will be a major opportunity for the industry, as consumers will overspend for products and services that meet this criteria.

"This level of overspending on beauty is a result of a number of cultural factors – the principal one being that a certain 'look' is at a premium in ultra appearance conscious societies," ​the research firm's researchers explain.

Conceptualizing beauty

Diagonal Reports noted that Asian women's daily and weekly hair and skin care rituals are poles apart from traditional ones, thus companies must tweak their product formulations accordingly as consumers "always prefer products customised for their own regimes​". 

In terms of opportunities in the skin care cleansing arena, Japan is reported to be the most lucrative market, due to its traditionally long and refined beauty routine. 

According to Cosmetics Design's regional expert Florence Bernardin, the layering skin care routine in this market consists of oil base make-up removers, followed by the likes of foaming soaps, a trend that has also expanded into Korea and China.

"Oil based makeup removers have also become extremely popular, having emerged as a big category with products like 'Shu Uemura Cleansing Oil'," ​she tells CosmeticsDesign-Asia.com 

Cleansing gaining momentum in terms of priority

In fact, this Asia expert says as pollution concerns become more important, cleansing will too.

According to a study conducted by the Korean website 'Beauty', 73% of women answered to cleansing their face twice a day and 18% said they did it more than twice a day.

Florence says cleansing products accessorized with beauty tools is also the latest booming trend, especially in Korea where vibrating and massage devices are offering cleansing properties.

Cleansing waters are also building momentum as easy to use make-up removers; so, suppliers and manufacturers alike, take note!

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