Gone are the days where cosmetic companies adopt a “one-size-fits-all” approach.
Realising the nuances between the Western and Asian market, beauty giants are innovating specifically for Asian consumers.
Take South Korean beauty conglomerate Amorepacific for instance.
Understanding that many Asian women place a premium on fair skin, the global beauty giant pioneered the cushion compact in 2008. The “cushion”, a liquid foundation saturated sponge in a portable, spill-proof compact, offered coverage and non-chemical sunscreen protection.
This innovation paved the way to the now common sight of users conveniently retouching their makeup on the go.
The success of its cushion compact, which has sold over 100 million units globally as of 2016, has led to the production of more cushions in Amorepacific’s other product categories.
Amorepacific has also sparked other Asian-centric beauty trends such as two-tone lipsticks and overnight sleeping packs.
The former addresses the Asian consumer’s need for options and in achieving certain beauty looks (such as ombre lips) while the latter provides intense hydration throughout the night.
Elsewhere in Asia, a tradition for herbal and Ayurvedic remedies in India has inspired beauty brands to launch personal care products using natural ingredients. For instance, Dove uses hibiscus and Argan oil in its Elixir Nourished Shine Hair Oil and Colgate sells its Sensitive Clove toothpaste in the country.
Asian needs driving cosmetic innovation
These examples point to a fast-growing beauty market in Asia Pacific. With a rapidly growing middle class in the world’s most populous continent, cosmetic companies are setting their sights on the abundant growth opportunities in the region.