Natural look all the rage in beauty sector
To quote a popular Filipino vlogger: Drink your water, b*tch, so you can have natural-looking, glowing skin—the top beauty trend among Asians today, says a study by international data, insights, and consulting firm Kantar.
According to the recently released “The Beauty Trends in Asia” report, among the key drivers of growth in the region’s beauty market are natural ingredients that help consumers achieve good skin health, as well as makeup that can be used to create that “natural look.”
“Asian people believe health is almost twice as important to their happiness as having more money,” says Ashley Kang, head of Beauty Sector at Kantar Worldpanel division. “They see what they put on their skin as a health supplement – and this has changed the products and benefits they desire.”
“Derma-care” products, or those which contain more sophisticated ingredients that deliver a high level of efficacy in treating specific skin issues, is one category that’s gaining more popularity across Asia. The report says these formerly niche products have now become more mainstream, and are increasingly being used to solve more general problems, such as sensitive skin and pollution protection.
Kantar’s research shows that derma-care brands have reached almost 45 percent penetration in Korea, from just over 25 percent in 2017. Their second highest market is Taiwan at 40 percent (an increase from 37.6 percent in 2017).
The “natural glow,” however, is all the rage among Asians, and is their most sought after look, according to the report. Since being well-hydrated is a prerequisite for this look (again, a reminder of the importance of drinking water), such trend has has helped drive sales of serums that promise intense hydration.
Korean consumers, again, are the most patronizing of these products, with penetration of serums in Korea at 61 percent (from 58 percent in 2017). In China, penetration has increased from 18 percent in 2017 to nearly 26 percent today, the report adds.
Any beauty aficionado would know that the natural look isn’t about going makeup-free, but putting on makeup products that achieve that “effortless” translucent glow, such as liquid foundation, BB creams, and primer/concealer – all of which, according to the report, are “soaring in popularity.” Kantar predicts that makeup that provides skincare or medicinal benefits will be a key growth area for the future.
Women may be the beauty industry’s best consumers, but that doesn’t mean men aren’t driving growth. In fact, according to Kantar’s research, the number of men using skincare products is also growing steadily across Asia, particularly in China, South Korea, and Thailand.
However, the report notes that most men are still not buying products created specifically for them; such products contribute only 10 percent of the total value sales for beauty in the region, and this segment is growing slower than unisex skincare brands.
“Men in their 20s are most likely to buy men-only skincare products, but as they get older, they begin to use whatever products they find on the bathroom shelf,” explains Kang. “There is a substantial growth opportunity here for brands that can shift spend from unisex products to men-only variants, and prevent men from ‘lapsing’ as they get older, particularly for products promising oil control, anti-aging, whitening, and sunscreen benefits.”
Regardless of gender, though, what Asian consumers want are products that are tailored to their specific skincare and beauty needs, because they believe these are more effective (and make them feel special).
The report says brands can use computer-aided diagnosis to assess an individual’s skin, in order to come up with products that provide benefits specific to that individual. Makeup with customized colors, textures, and finishes is also growing in popularity.
Overall, the report concludes that beauty product sales between 2017 and 2018 grew by 8 percent, faster than the 4 percent increase in fast-moving consumer goods (FMCG) as a whole. Moreover, the report reveals that sales of personal care products in the region continue to outperform the total FMCG market.
Kang reminds brands that consumers of beauty and skincare products are a discerning bunch.
“They are extremely knowledgeable, so brands must be transparent in their communications,” she says.
