Preferences in beauty and personal care products and regimens are changing for consumers in Asia-Pacific, and suppliers will do well to know the latest trends, according to a new report from Mintel.
In the latest “Asia Pacific: The Beauty and Personal Care Landscape,” Mintel observes the major developments shaping consumer trends in the regionthe growing aging population, the rise of the single consumer, and the emergence of the “lazy economy.”
“The beauty industry in Asia holds boundless opportunities to cater to consumers, young and old, looking to prevent or tackle the issue of ageing,” said Mintel. “Consumers are starting their anti-ageing beauty regimes as young as in their 20s, in hopes of prolonging their youth and delaying the signs of ageing.”
For example, 32% of Chinese female beauty consumers aged 25 to 29 are interested in base make-up products with anti-aging claims, while Indian consumers are increasingly concerned about hair aging, with 21% of Indian consumers aged over 18 using hair color to cover greys.
In Southeast Asia, wrinkles are no longer the only signs of aging to cause concern. Also plaguing Southeast Asian skin types are spots, hyperpigmentation and uneven skin tone. As a result, regional consumers are now looking beyond products towards aesthetics treatments such as skin peeling, also known as microdermabrasion.
The report also highlights another key trend: the power of the one-person household.
“The global economy is recognising the rise of the single consumer and the spending power they possessand this includes the beauty industry. These consumers are single by choice and are happy to undertake activities alone,” said the report.
For the more confident, self-driven beauty consumer, beauty will become a means of self-satisfaction, shifting into a phase of self-actualization, especially for single consumers who want to be seen as rising above social norms and pressure. In fact, said Mintel, 75% of single urban Indonesian consumers aim to take better care of their appearance (e.g., clothes, personal grooming).
“It is imperative that beauty companies, brands and manufacturers take this into consideration when serving the solo-consumer,” it said.
On the other hand, a new type of consumption behavior across Asia is being driven by the so-called lazy economy. “Consumers, today, are on the lookout for time-saving, labour-saving and convenient products and services that enable them to live easier and more relaxed lives,” Mintel said.
According to the report, aspiring environmentalists care about the state of the environment, but don’t really have the time, or are “simply too lazy, to do anything about it.”
“Whether it is by eliminating some packaging components or making a zero packaging commitment, companies and brands in Asia are gaining strength in the area of sustainability and are increasingly rolling out eco-conscious initiatives in a bid to address the world’s environmental concerns.”
Also part of this category are consumers who want to shave time off essential steps in a beauty regime, but without compromising on efficacy.
“Non-surgical ‘tweakments’ the likes of microblading, lip fillers and eyelash extensions are growing increasingly popular in Asia,” reports Mintel. These semi-permanent cosmetic procedures are appealing to more beauty consumers today, particularly as they require a minimum amount of downtime.
Microblading eyebrow tattoos, for instance, create beautiful brows that can last for months, helping consumers save time in their daily makeup routines, said Mintel.
The report was launched May 8 by Mintel, a global market intelligence agency with headquarters in London and offices in other key parts of the world.