Exclusive interview

Consumer Insights: Creating fun and playfulness

By Natasha Spencer

- Last updated on GMT

Consumer Insights: Creating fun and playfulness
Emotional wellbeing messaging is catching on as more consumers are looking for ways to achieve positive mental wellbeing through their beauty and skin care regimes, Matthew Crabbe, Regional Trends Director, Asia Pacific, at Mintel emphasises.

As this “is no longer a stretch to ask this of products”​, we can expect to see this appear more frequently from brands. Prismologie is a body care item, for example, that uses colour therapy to enhance moods.

When it comes to target audiences and marketing messages, Matthew Crabbe, Regional Trends Director, Asia Pacific, at Mintel, specified that: “young people are likely to be the ones who are feeling the most pressure, and so are looking for that pressure release”.

Lighten up the daily grind

As a result, beauty brands “should, therefore, avoid messages about trying to keep up with trends, and focus more on having fun, and sharing the fun with friends”.

Rather than focusing on not just touch or smell, all the senses should be considered when it comes to creating anti-stress products.

“While fragrance can go a long way to relaxing and reducing anxiety, visually-pleasing products can also play with texture and colour to add an additional layer of engagement,”​ relayed Crabbe.

A much-needed piece of advice for brands relates to focusing on multi-tasking, which is considered “essential”. This indicates how a sense of limited time can often add to consumers’ stress levels.

“Making sure that products function well while the user is engaged in other activities, such as exercising, will bode well,”​ added Crabbe. Invisible sheet masks, for instance, could allow for them to be worn during the day without being too conspicuous.

Successful markets

According to Mintel Global New Products Database (GNPD), there has been an increase in the percentage of global facial skin products that carry a stress-related claim in recent years.

Angelia Teo, Beauty and Personal Care Research Manager for Asia Pacific at Mintel confirmed that the top three markets within Asia-Pacific are Japan, South Korea and China, with the latter showing the most growth in product launches with an anti-stress claim, according to Mintel GNPD.

Digital escapism

As the pressures of daily life, particularly those of China’s younger generations as they go out into the workforce are felt, the internet, social media and online gaming platforms are considered a place of solace and escapism.  

To create a relaxed environment and disposition, younger consumers are shunning “real-name, real-time and face-to-face interactions”,​ in favour of the digital world. However, in both the digital and physical world, this demographic is exploring more fun, entertaining and playful ways to interact with their surroundings.

These digital platforms are enabling younger consumers to select interactions based on their own personal preferences.

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