‘Skin health and simple comfort’: Clé de Peau Beauté position itself at the forefront of burgeoning quiet beauty movement

By Amanda Lim

- Last updated on GMT

Clé de Peau Beauté says it is tapping into quiet beauty trends as it moves to secure a leading position in its regional Asian markets. [Clé de Peau Beauté]
Clé de Peau Beauté says it is tapping into quiet beauty trends as it moves to secure a leading position in its regional Asian markets. [Clé de Peau Beauté]

Related tags Japan Luxury Skin care Makeup

Shiseido-owned prestige beauty brand Clé de Peau Beauté says it is tapping into quiet beauty trends as it moves to secure a leading position in its regional Asian markets.

Quiet beauty emphasises subtlety, simplicity, and understated elegance. It often involves a minimalist style, a focus on natural elements, and a sense of tranquillity or calmness.

In the context of skin care, the trend may involve products that prioritise a refined and uncomplicated approach, utilising premium ingredients and scientific validation.

“The ongoing pursuit of holistic well-being post-pandemic continues. Beauty trends embracing ‘quiet beauty’ coupled with natural radiance, skin health and simple comfort is now becoming ever more important,” ​said Nancy Thong, Regional Brand Director, Clé de Peau Beauté, Shiseido Asia Pacific.

“Products with strong science-backed innovation using premium ingredients, with testimony to both efficacy and quality is continually propelling the industry forward. This is aligned with Clé de Peau Beauté's commitment to science and innovation, solidifying our brand's position at the forefront of the evolving beauty landscape,” ​said Thong.

Thong underscored Asia’s importance to the brand’s global growth strategy.

“We have bold ambitions for Clé de Peau Beauté in the luxury beauty market in Asia as a cornerstone of our global growth strategy,” said Thong.

She added the region holds several unique opportunities given its diversity.

“Asia is a very dynamic and diverse region. Each country in the Asia region presents unique opportunities for growth, and our strategy is tailored to the specific dynamics of each market. Currently, we see significant growth potential in countries such as Korea and Thailand, where the luxury beauty and skincare market is rapidly expanding,” ​said Thong.

Thong cited a white paper published by Kearney and LUXASIA last year, which highlighted SEA’s importance as a growth driver for the beauty industry.

As the region experiences a rise in upper- and middle-class populations, an increasing number of consumers are expected to include luxury products in their beauty repertoire.
“We are actively monitoring trends and consumer behaviour in all countries mentioned, ensuring a comprehensive approach to tap into the diverse opportunities across Asia,”​ said Thong.

SMA La Creme

New face of the brand

As part of the brand’s regional strategy, it named Korean actor Shin Min-A as its latest brand ambassador on January 12.

She joins Dakota Fanning, Diana Silvers, and Ella Balinska, as the first a brand ambassador for the Asia regional markets.

“We are thrilled to welcome Shin Min-A to our Clé de Peau Beauté family as our first brand ambassador for Asia… Strategic partnerships with influential figures like Shin Min-A are anticipated to boost brand visibility and establish strong connections, fostering tremendous growth potential,”​ said Thong.

Thong said Shin’s appointment reflected the brand’s dedication to investing in the region and connecting closely with local audiences.

“This collaboration signifies a new chapter in our commitment to connect with our diverse and discerning beauty consumers across Asia, and Shin Min-A’s appointment is a strategic step towards further strengthening Clé de Peau Beauté’s position in Asia as a leading luxury beauty brand."

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