Many worldwide magnificence manufacturers have their eyes on South East Asia. With a big and various inhabitants, and loads of development alternatives, it’s an thrilling area. Representing consumers with various wants, and priorities in the case of magnificence and private care.
After crunching the numbers, listed here are the highest magnificence tendencies we’re seeing in South East Asia proper now, in accordance with detailed shopper knowledge:
- Make-up purchases have surpassed pre-pandemic ranges
- SPF is large, and it’s getting greater
- Extra magnificence consumers are taking good care of their hair
- Well being situations are pushing individuals towards explicit merchandise
- Tech ought to be a giant a part of the wonder buy journey
- It’s all about unique and stylish merchandise
1. Make-up purchases have surpassed pre-pandemic ranges
The pandemic was a wierd time, and whereas some industries soared, others didn’t. With fewer individuals within the area socializing, lockdowns, and mask-wearing when shoppers have been lastly allowed to depart their properties, it’s comprehensible that not many reached for make-up merchandise.
However since 2021, cosmetics gross sales in South East Asia have been on the rise, with self-reported purchases in 2023 above pre-pandemic ranges. The sharp rebound factors to pent-up demand from lockdowns.
The “lipstick impact” additionally feeds into this; individuals in South East Asia are shopping for small indulgences to deal with themselves throughout exhausting occasions, and a few are carrying daring colours to assist raise their moods. We’ve seen year-on-year jumps in individuals shopping for blusher, lipstick, and eyeshadow within the area.
Since 2021, there’s additionally been a 23% rise within the variety of males in South East Asia shopping for make-up.
Largely because of extra male celebrities embracing make-up and inclusive advertising and marketing, manufacturers focusing on this area have new audiences to focus on.
The extent of development exhibits how resilient the wonder trade is in South East Asia. It didn’t take lengthy for it to catch as much as pre-pandemic purchases, and the world we stay in immediately could be very totally different to 2019. Individuals are clearly nonetheless interested by make-up, and types want viewers insights to maintain up with alternatives and modifications within the magnificence market.
2. SPF is large, and it’s getting greater
It’s not essentially the most glamorous of magnificence merchandise, however elevated consciousness of the affect of the solar on each well being and ageing has led to development in individuals reaching for SPF.
In South East Asia, 2 in 5 magnificence consumers have used suncream within the final week, and virtually as many have used a facial moisturizer with SPF.
Within the final two years, the variety of magnificence consumers in South East Asia who use suncream has grown 12%.
It’s clearly turn into a go-to product in many individuals’s routines.
Gen Z and child boomers are seeing the largest jumps in demand. And, almost 1 in 5 Gen Z magnificence consumers in SEA use anti-aging cream/serum, proving that youthfulness is a large commodity even amongst youthful audiences.
UV safety is a giant magnificence development in Indonesia and Thailand specifically, as magnificence consumers in these nations come out high globally for utilizing facial moisturizer with SPF and suncream.
With a rising demand for SPF merchandise in South East Asia, manufacturers have a chance to determine themselves on this increasing market and converse to particular teams. This might be via broadening their vary, packaging merchandise in progressive methods, or including skincare advantages to formulation.
For instance, Thai shoppers are large on anti-aging serum – over a 3rd of magnificence consumers right here use it weekly, whereas Indonesians use comparatively extra lipstick and lip liner. So manufacturers seeking to break into these markets may do properly by including anti-aging advantages to their formulation and broadening their product vary to incorporate SPF. Skincare-makeup hybrids have been constructing traction in the previous few years, and it seems to be like they’re right here to remain.
3. Extra magnificence consumers are taking good care of their hair
Hair and scalp care is rising in recognition amongst magnificence consumers in South East Asia. The quantity who use hair oil weekly has grown 17% year-on-year, with consumers on this area standing out for buying particular haircare merchandise.
Indonesia, for instance, is the nation on the earth almost definitely to make use of anti-dandruff shampoo, whereas Thailand stands out for utilizing volumizing merchandise. Manufacturers that harness pure components to cleanse, strengthen, and revive tresses from root to tip stand to win large with this regional viewers.
Magnificence consumers in South East Asia aren’t simply interested by taking good care of their hair although, they’re additionally into styling it. The quantity who’ve used a highlighter (+33%), relaxer (+14%), and hair wax (+21%) within the final week have all risen year-on-year.
This area’s elevated curiosity in styling and haircare could give manufacturers the chance to create extra multi-purpose merchandise, which change the look of hair, whereas nonetheless sustaining its well being. For instance, hair coloring packs with nourishing components.
4. Well being situations are pushing individuals towards explicit merchandise
The well being situations individuals endure from could steer them towards focused magnificence merchandise which promise aid. In South East Asia, sleep-related situations stand out as the most typical well being situation, with magnificence consumers right here being 13% extra prone to expertise them than the common shopper within the area.
The variety of magnificence consumers who are suffering from sleep-related situations has grown 20% since 2020.
For manufacturers, there’s an opportunity to double down on options which assist relaxation. Substances like lavender, chamomile, or CBD can have a soothing impact, and due to this fact assist put together the physique and thoughts for sleep. So, magnificence manufacturers ought to look to incorporate a few of these components of their merchandise, and focus their messaging round making these consumers really feel pampered.
Magnificence consumers in South East Asia are additionally distinct for coping with skin-related situations, that means they could even be interested by merchandise which promise to be mild, fragrance-free, and have calming components.
By catering to the distinctive well being struggles confronted by South East Asian shoppers, magnificence manufacturers stand to make significant connections via tailor-made merchandise. Firms that actually perceive this market and its relationship with well being usually tend to flourish in it.
5. Tech ought to be a giant a part of the wonder buy journey
Magnificence consumers in South East Asia are very interested by tech. Over half say they comply with the newest know-how tendencies and information, and the quantity who personal a VR headset (+10%) and use TikTok results (+6%) has grown between 2020-2023.
Which means that magnificence consumers in South East Asia are prone to be eager on beauty-related tech – like LED masks and digital facial massagers.
Their curiosity in tech additionally means they’re extra open to embracing AI and AR within the buy journey. Manufacturers may look to make clients’ buy journey extra immersive and personalised; this might be via providing AR try-ons and permitting magnificence consumers to nearly pattern merchandise and shades, or by bringing AI into the acquisition journey.
In Singapore, over half of magnificence consumers say they’d be snug utilizing an AI-integrated device to purchase a services or products.
AI might be used to deal with buyer queries, to offer suggestions, and even create personalised magnificence subscriptions primarily based on buyer preferences. An excellent instance is private care firm Shiseido‘s cutting-edge “sensible mirror” generally known as the Skincare Advisor.
No matter know-how instruments corporations select, many magnificence consumers in South East Asia are able to embrace it.
6. It’s all about unique and stylish merchandise
If manufacturers are going to have interaction with magnificence consumers in South East Asia, they’re going to need to embody what these customers need.
First off, magnificence consumers need manufacturers to be unique, fashionable, and younger. In Singapore, they’re 28% extra prone to need advertisements to make them snicker, and 1 in 4 ahead on memes weekly. So, protecting on high of the web tradition they’re driving ahead may make a giant distinction. It’s additionally key to maintain magnificence consumers excited by releasing restricted version and unique collections, for instance, a quarterly assortment centered on a hero ingredient.
When it comes to what these shoppers need manufacturers to do, they’re most forward for enhancing their on-line picture or fame, intently adopted by working buyer communities and providing personalized merchandise.
Manufacturers may assist enhance their clients’ picture by highlighting buyer success tales, or permitting followers to submit content material utilizing their merchandise for an opportunity to win a prize or be featured.
And in the case of personalized services or products, investing in session experiences on-line or in-store to gauge particular person wants and personalize suggestions is an efficient strategy to go. This might be notably interesting to any magnificence consumers who are suffering with pores and skin complaints.
In a nutshell, the wonder scene is simply as large and versatile as ever. The tendencies we’ve outlined are shaping how we see and snag our favourite merchandise, and sweetness manufacturers ought to be aware of them in the event that they wish to preserve their glow.
