Is this the end of layering? According to a recent article by forward-looking research firm Euromonitor, consumers in the APAC region are gradually abandoning their multi-step beauty routines in favor of simplified rituals. Beware, however: the general public is all the more vigilant about the effectiveness of the skincare products they use.
Subway, work, sleep… If consumers’ days are sometimes long, their routines no longer have to be tedious. “Many consumers are looking to streamline their beauty routines while maintaining effective results. They are now investing in fewer, but better products that offer multiple benefits in a single formula,” says Euromonitor. “In Asia-Pacific, 32.1% of citizens prefer to buy fewer but higher-quality cosmetics. Multifunctional products, such as moisturizers with sun protection or lip oils that nourish and add a touch of color, are gaining in popularity. This phenomenon is not just about simplicity, but also about reducing waste and making routines more cost-effective in the long term.”
Out-of-the-ordinary formats are also taking the lion’s share. 31% of APAC residents are willing to pay 10-20% more for innovative product formats. “Miniature sizes, stick formats and sprays have transformed beauty routines, offering a suitable solution for active people or those on the move. In particular, sun protection products have evolved with spray applicators, sticks or patches, making them easy to use throughout the day.”
Couture cosmetics
Still in the vein of streamlining beauty routines, consumers understand that not all skincare products are suited to their specific needs. As a result, they …
