On August 29, Singapore lifted its indoor mask rule in most indoor public spaces, a huge boon for the colour cosmetics market, which had been severely impacted by the pandemic.
While masks may no longer be needed, Lim Yi Fang, brand manager, Kosé Singapore told CosmeticsDesign-Asia that many of the preferences that were formed during the pandemic are likely to persist.
“I think it will still be able minimalist make-up – products that enhance your features so it's like your skin, but better. Nothing too heavy and cakey, just make-up that feels light, like a second skin. It’s that whole concept of having ‘mochi skin’,” said Lim
She added that features such as transfer-proof will continue to be important, especially in the hot and humid climates of this equatorial region.
“What we are seeing is shorter, fuss-free regimes. You don’t want to be touching up your make-up every other hour. I think the make-up range that we have come up with recently has been more catered to the South East Asian consumers.”
‘Great time’ for an expansion
This year, Kosé has been expanding the presence of its make-up brand Esprique.
It was previously available exclusively in various department stores. Since April, however, it has been expanding slowly through local health and beauty retail chains including Welcia BHG as well as Guardian. Additionally, it launched on the official Kosé flagship store on e-commerce marketplace Lazada in August.
Lim said that it was a “great time” for the brand’s expansion in Singapore, as the city-state has progressively been relaxing its COVID-19 restrictions this year, including mask-wearing.
The company believes this is a key opportunity for the brand, which features on-trend products like its bestselling Comfort Make-up Cream, a tinted base that claims to provide “poreless and natural coverage”, while also acting as a primer, sun protection and emulsion.
This product was also developed to be transfer-resistant even in extremely humid conditions.
According to Lim, Esprique has enjoyed a loyal consumer base in Singapore through the department store channel. Its expansion in mass retail is a strategic move to expand its consumer base.
“I think we have very good products, and we need to get the word out there with various distribution channels,” she said.
At the moment, Esprique is available in all 12 Welcia BHG outlets as well as six Guardian stores. Lim told us that so far, reception to the brand has been positive.
While the company is still evaluating Esprique’s position, Lim feels “very confident” about the brand’s potential and is hoping to expand with 10 more doors in the next 12 months.