Asians prefer beauty products with skin-caring ingredients

The latest report from the Beauty Panel division of data and consulting firm Kantar reveals that Asians look for natural ingredients that help them achieve good skin health. 

NATURAL BEAUTY. Beauty products made with skin-caring ingredients, as well as makeup items that help achieve the ‘effortless’ natural look are soaring in popularity in Asia. 
“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. 

Kang continues, “They see what they put on their skin as a health supplement—and this has changed the products and benefits they desire. They are extremely knowledgeable too, so brands must be transparent in their communications. The wellness trend is also encouraging certain emerging formats to thrive.”

Derma-care is becoming mainstream

The report reveals that new sophisticated formats in skin care and makeup that provide derma-care properties are rising in popularity. Derma brands have reached almost 45 percent penetration in Korea, a massive growth from just over 25 percent in 2017. Their second highest reach is Taiwan at 40 percent, an increase from 37.6 percent in 2017.

Derma products contain sophisticated ingredients that deliver a high level of efficacy in treating specific skin issues such as eczema, but are increasingly used to solve more general problems such as sensitive skin. Developments in retail and distribution are helping increase the footprint of these products outside drugstores.

All rage for ‘natural’ look

The most sought after look in Asia right now is a natural glow. Being well-hydrated is a prerequisite for this look, which has helped drive sales of serums that promise intense hydration. Penetration of serums is highest in Korea at 61 percent, rising from 58 percent in 2017.

While it appears “effortless,” the natural look require significant work. The specific makeup products that help people achieve the right translucent effect include liquid foundation, BB creams, and primer/concealer—all of which are soaring in popularity. 

Kantar predicts that makeup that provides skin care or medicinal benefits will be a key growth area in the future. Various crossover products have already emerged between the skin care and makeup segments, such as toner cream that instantly brightens the skin.

Men-only skin care on the rise

The number of men using skin care products is also growing steadily across Asia, particularly in China, South Korea, and Thailand. They are buying in more categories as they add more steps to their beauty regime.

However, most are still not buying products that are created specifically for men. Products targeted at men contribute 10 percent of the total value sales for beauty in the region, but this segment is growing slower than unisex skin care brands. 

“There is a substantial growth opportunity here for brands that can shift from unisex products to men-only variants,” says Kang. 

Speaking of men-only products, shoppers in Asia have been found preferring products tailored for them, believing they will be more effective. 

Computer-aided diagnosis enables brands to assess an individual’s skin and formulate a product that provides the benefits specific to that individual. Makeup with customized colors, textures, and finishes is also growing in popularity.

Topics: Skin care , Ashley Kang , Beauty sector , Kantar Worldpanel division
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