What’s trending? The most-read stories on APAC beauty market and consumer insights

By Amanda Lim

- Last updated on GMT

Our round-up of the recent trend developments in the APAC market. [Getty Images]
Our round-up of the recent trend developments in the APAC market. [Getty Images]

Related tags trends Skin care Apac Cosmetics Personal care

In our round-up of the recent trend developments in the Asia Pacific beauty and personal care market, we highlight Olive Young’s guasha sales, post-pandemic buying patterns and more.

Olive Young facial guasha sales increase six-fold in the first half of 2022

Olive Young data has revealed that facial guasha sales have increased over six times in the first half of the year, signalling the growing importance of self-care among beauty consumers.

The data revealed that sales of beauty accessories, which includes make-up, hair, and nail tools, increased by 35% in the first six months of year, compared to the previous year.

In particular, sales of facial guasha tools have swelled over six times. Additionally, Bioheal BOH Probioderm Lifting Massager was the top five products in the beauty tool category.

Shiseido’s Elixir partners with Lazada to push O2O strategy in SEA expansion

Japanese beauty giant Shiseido has partnered with South East Asian e-commerce firm Lazada to engineer the online-to-offline expansion strategy of skin care brand Elixir in the region.

Recently, Elixir unveiled its first standalone boutique in SEA in Takashimaya Shopping Centre, at the heart of Singapore’s shopping district.
This followed the brand’s launch on Lazada’s LazMall in April as part of its online-first strategy to introduce the brand in the region.

China reopening: Recovery of consumer sentiment ‘will take some time’ – A.S. Watson MD

Retailer A.S. Watson has cautioned that consumer sentiment in China will take time to fully recover, despite an uptick in footfall following a turbulent few months due to COVID-19 restrictions.

Consumer sentiment was impacted by the COVID-19 outbreak. While the company expects things to improve in the next half of the year, it still expects some challenges, including the recovery of consumer sentiment.

In response to this, the company will leverage its strengths in its online + offline model and customer relations management.

Buying behaviours: Smaller basket sizes, but premium demand steady in post-pandemic beauty retail

More cautious spending behaviours among shoppers are resulting in smaller basket sizes among Asia’s beauty consumers, but the demand for premium products is staying strong.

Even though basket sizes are getting smaller, conscious shoppers are seeking out beauty products of higher quality. As such, there is high demand for buy now, pay later services.

The time away has created pent-up demand from consumers, resulting in comforting signs of brick-and-mortar recovery. However, this is only the beginning.

India’s Innovist launches Sunscoop to tap into rising awareness of sun care

Rising awareness of sun protection in India, especially on social media, has prompted domestic cosmetic brand Innovist to enter the category.

Innovist has observed a growing demand for sun care products in its home market. However, consumers in general do not understand the importance of including sunscreen as part of their daily routines.

Another hurdle to the adoption of sunscreen, he pointed out, is social media noise on the safety of sunscreen.

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