When it comes to beauty, the expectations of the general public vary according to a number of factors, such as the geographical area in which they live. In its latest trend report, Mintel, a trend forecasting firm, focuses on people in Southeast Asia (SEA), offering valuable advice to cosmetics brands wishing to win the hearts (and bathrooms) of these consumers.
“The beauty market in Southeast Asia is a dynamic and promising sector, with significant growth potential,” comments the agency. “With GDP rising in countries such as the Philippines, Vietnam and Indonesia, purchasing power is increasing, offering brands opportunities for development. To succeed, it is essential to understand local preferences, adapt formulations to specific needs, and communicate product benefits effectively.”
Focus on efficiency
ASE consumers prefer products that deliver tangible results.
62% of Vietnamese Generation Z say that high-quality assets would encourage them to buy a beauty product at full price.
In Thailand, 76% of consumers use serums to prevent skin problems, while gel or jelly formats are gaining in popularity thanks to their refreshing and moisturizing properties.
The rise of post-procedure aesthetic care
The use of non-invasive aesthetic treatments is on the rise in ESA. In Indonesia, 55% of women consider these procedures acceptable for improving their appearance. What’s more, 41% of Thai women aged 18 to 34 plan to receive an aesthetic treatment (e.g. Botox, dermal filler) this year. “This trend paves the way for specific post-treatment care products.”
Tradition and nature
ASE consumers are showing increasing interest in products incorporating natural and …
