By Hilary Picken | August 1, 2019 | Doing Business Abroad
Beauty companies delve into all imaginable aspects of beauty and wellbeing. From investigating consumer behaviour and beauty aspirations, to the biology of hair and teeth, they create or redevelop products that respond to the ever-changing expectations of consumers.
Every year, a quarter of all cosmetic products on the market are improved or are completely new. And at The Language Factory we stay tuned to developments within the sector. These often play out in the consumer insight and market research surveys we are asked to translate.
Here is our analysis of five trends in the beauty sector. We hope you find them interesting – and feel free to share.
Korean-beauty is still on the rise and is a beauty aesthetic very different to ours. Focused on health, hydration and a preferred lack of pigment, K- Beauty products (such as snail-gel moisturiser and lip masks) are about nourishing skin so it looks amazing without make-up, rather than the more British approach of investing in products to cover it all up.
Re-emerging as the oriental beauty regime of choice, in Southeast Asia, advertising spend behind J-beauty has surpassed that of K-beauty.
Underpinned by high philosophical principles of kanso, shibui and seijaku – simplicity, understated beauty and energised calm – J-beauty’s natural ingredients such as honey, tofu and white jelly mushroom appeal to millennial consumers. They keep prices low and packaging simple and practical.
J-Beauty offers a more pared-back approach to beauty, but with the same innovation and technology that made K-Beauty such a success.
The social and ethical ramifications of real or perceived environmental policy are impacting upon beauty products. Consumers expect businesses to share their own concerns, meaning manufacturers must commit to – and innovate – responsible use of resources across the entire value chain.
Traditional substances are being re-imagineered to create new formulas. For example, an extract from the root of panax notoginseng, once used as a herbal medicine in the Ming Dynasty, is now being adapted to boost the natural skin defences of 21st century customers.
The world is more interconnected, yet paradoxically it is also more local and individualistic. Consumers are seeking products and services personal to them. For beauty this means meeting demands for products tailored to diverse individual factors such as age, gender, ethnicity, religious beliefs, geographies and climate, lifestyle, health and wellbeing.
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