Orally Solid
Microbiome-positioned cosmetics that claim to uphold the skin’s protective barrier by maintaining the delicate ecosystem of microorganisms naturally present in it rather than working against the skin’s natural defenses are a nascent category globally. In Asia, the term is relatively unknown within the beauty category but signs do suggest this could change over the next few years.
Microbiome Associations
Microbiome-positioned cosmetics that claim to uphold the skin’s protective barrier by maintaining the delicate ecosystem of microorganisms naturally present in it rather than working against the skin’s natural defenses are a nascent category globally. In Asia, the term is relatively unknown within the beauty category but signs do suggest this could change over the next few years.
Beauty Digest
In the quest for beauty perfection, Korean consumers have turned to inner personal care in a bid to boost outer aesthetic benefits. While the connection to inner and outer beauty is well established in many parts of Asia, what’s emergent in Korea is a focus on digestion to obtain more effective weight loss.
Gone in a Flash
Limited edition flash sales have become de rigueur in the fashion category. Now beauty brands are following a similar strategy to excite consumers and create a sense of buying urgency as well as tap into fast moving beauty trends to drum up sales.
Sea-zing Opportunities
Southeast Asia (SEA) is not the first region that comes to mind when considering beauty trends. While Japan and Korea arguably lead from an innovation perspective with Taiwan following a close third, its more tropically-located neighbours are generally considered industry laggards or consumers rather than inventors. This perception is slowly changing with the development of brands looking to solve niche gaps that address climate, price, religious concerns as well as fundamentals such as colour cosmetics that suits a diverse range of skin tones.
Young Hearts Run Free
The term ‘shao nu xin’ or ‘the heart of a teen girl’ is essentially used in reference to items that appeal to the innate feminine tendencies of an adolescent female. The phrase is often used in China when people try to explain why a cute pink beauty brand might sell to a woman who may project an image of being edgy, strong, independent and empowered. This juxtaposition comes from a deep-seated cultural phenomenon that stems from the prejudice that all women have a dormant girly side remnant from their younger days.