Brush up on Asia's major trends before the New Year rings in!

Brush up on Asia's major trends before the New Year rings in!

Related tags Skin care Shaving Facial hair

What a jam packed year 2015 has been for the industry! Cosmetics Design has been on the road taking note of the latest innovations and discussing the key issues cosmetics makers are facing in Asia.  Here, we’ve condensed all the best bits here for you to catch up on!  

1. Honing in on Japan, China & Korea’s skin care priorities

Consumers in China, Japan and Korea have very different concerns when it comes to skin care and this gallery looked at how priorities differ in those markets and what determines product preference.

The ageing care segment in Asia is similar to the various other beauty sectors on the region in that the concerns and treatments sought out by consumers drastically change from market to market.

This is vital knowledge that international brands need to stay on top of if they are to target the right product to the right audience, regardless as to how 'miraculous' the formulation may be.

China for example, is involved in the preventative treatment of ageing skin, Korea is more reactionary - taking action as damage appears while Japan seeks to 'work alongside' the ageing process.

Here, our Asia Pacific expert Florence Bernardin established which concerns are king in each of these markets and what kind of products will have the most influence in treating these skin care issues as a result.

From the influence of the expanding 'senior' market in Japan to the association of pollution and stress as contributing ageing factors and innovations in the area of skin, hair care and make-up.

2. Beard trend sees Indian men go to great lengths

As the facial hair trend took off, it created an opportunity for brands to capitalise, rather than seeing a decline in the grooming sector.

Initially, there were thoughts that this may harm the segment as men were putting down their razors and shavers, and sales of shaving preps took a hit.

However, in India a trend emerged around bodied beards from hair taken from the scalp.

Struggling to grow their own facial hair, men were found to be going to great lengths to replicate the enviable beards and sideburns of some of the most trendiest men around the globe.

In the last two years, cosmetic surgeons in India say this 'procedure' is becoming increasingly common.

Dr Vinod Vij told regional publication, The Times of India; "this is a huge trend now, especially with Indian men in their twenties."

3. K-beauty textures lead multi-sensory experiences

The emergence of multi-sensory experiences in the beauty market connects the product to the consumer in an increasingly engaging way and more brands are leveraging multi-sensory experiences as a marketing tool.

According to Mintel; Korea's unusual textures, mood changing fragrances and interactive packaging are major attractions in this area right now.

The firm’s analyst, Emmanuelle Moeglin told​ that scent is always a key purchase driver, even for products that are traditionally focused towards functionality.

Additionally, touch and feel is also an important factor of the product mix.

Innovative textures include products which change consistency during use, change colour over time, feature warming and cooling benefits, or products that enhance experience upon application

4. Japanese anti-ageing beer 

Beauty brands have been tempting consumers with everything from chocolates to coffee to chai tea by marketing consumables formulated with superfoods and supplements.   

Beauty from within formulas commonly include collagen or ingredients intended to stimulate its production and are extremely popular in Asia Pacific.

Suntory, a Tokyo-based food and beverage corporation, launched its 'Precious' beer for the local market in Hokkaido, Japan’s most northern island this year.

Each can of the beverage is marketed as a beauty enhancer, contains 2 grams of collagen.

“We contribute to the happiness of our customers by offering safe, reliable and high-quality products and services and by making our utmost effort to ensure integrity and transparency in all of our interactions with customers,” ​reads the company’s philosophy statement.  

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