Southeast Asia beauty market growth
As someone very interested in the beauty industry, I felt that it was only right to become more informed about the southeast Asia beauty market expansion.
Southeast Asia is the worlds biggest beauty and personal care market at the moment. There are several reasons for this spike in interest and growth in the market. First and foremost, the reason for most market growth in these regions was the delayed economic growth. Unlike other western regions these areas have taken longer to develop economically and are just now seeing the increase in middle class citizens with more disposable income.
the ability to be able to spend more, and the growing economy is still a novelty and is therefore in its Hight of success and interest. Beauty and personal care is usually classed as non-essential, and a market that is built on people spending disposable income on things they don’t really need, therefore the industry is particularly benefiting from this growth.
One of the main reasons why southeast Asia’s beauty industry development is more exciting and innovative than previous years, particularly in the beauty sector, is due to the time of this development. We are now living in a world that is more technologically advanced and innovative than ever. As a result, the southeast Asia market have grown accustomed to new and sophisticated products, something that before we have simply had to watch develop and not expect.

This hair serum is said to be formulated exclusively to build comfort and confidence for women who wear the Hijab. The Halal-certified product also claims to soothe the scalp within 15 seconds. Packed with clean and natural ingredients, it is said to have a non-greasy feel and easily penetrates into the scalp and hair.

The Duo-Shot Masks is a two-step mask: Purifying mask and Revitalising mask.
The Purifying mask is a sea-green coloured mask with a rich and creaming texture that claims to help eliminate pollutant particles and deeply purify skin. The Revitalising mask is a rosy smooth gel-cream that claims to revitalise the skin and intensively hydrates it.

The Purifying mask is a sea-green coloured mask with a rich and creaming texture that claims to help eliminate pollutant particles and deeply purify skin. The Revitalising mask is a rosy smooth gel-cream that claims to revitalise the skin and intensively hydrates it.

Originally launched exclusively for Air Asia but now available in major chain stores, the 2 Way Cake features a smooth, crystal-like texture that is said to glide on seamlessly for porcelain looking coverage and optimal luminosity. It is embedded with SPF30, Halal-certified and includes sebum control for ultra-long wear.

The 1A™ All Day Mask is said to be the world’s first leave-on day treatment mask. The product claims to have a powerful formula that fuses the potency of a mask with the easy application of a moisturising cream. The formula is supercharged with a multitude of peptides, antioxidants and anti-inflammatories to fortify the skin’s defences against harmful pollutants in the atmosphere, reduce skin irritation and boost collagen production
These new expectations from products, along with a highly saturated and competitive market, all trying to gain from the growing economy, has resulted in the highest number of new and more advanced beauty developments than ever before.
Also new access to social media and technology in these regions has also contributed massively.
“facebook appears to be the biggest trigger behind brand awareness and digital research growth, with our data indicating that 77% of users in the region ‘like’ at least one beauty product, which translates into nearly 40% of those consumers making a purchase from a Facebook campaign”
-Jane Handerson
www.cosmeticdesign-asia.com
Advertising on platforms such as Facebook and Instagram in western countries is starting to become outdated and non-authentic, resulting in new ways of advertising mainly experiential based. However, in these regions social media is still fairly new and exciting, and a great way of building brand awareness. Buying online ( e commerce) and by mobile (m commerce) has not yet reached its peak in these countries, and is still increasingly popular.
Although e commerce is on the rise the regions are still interested and spending in store also. The sudden growth in a world with a big online shopping platform in countries that have also been deprived of what we see as traditional beauty store experiences, is a perfect scenario of retailers. The hype of online shopping is not negatively affecting in store sales as all these are still exciting and innovative. More and more beauty stores are popping up around these regions, and only growing in popularity, along with online beauty.
In conclusion southeast Asia and the beauty industry has been a perfect storm. As a result, the rest of the world is now getting to experience new, inclusive and technologically advanced products. I think that the growth of the industry will continue for a while, however the regions will soon catch up and the ‘hype’ of the growth will slow. The growth overall has been a positive thing for innovation, however not perhaps for the environment.
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