亚太地区化妆品和美容市场预计2020年将达到1770亿美元,到2021年底将达到近1900亿美元, according to the Euromonitor International. 人们对美的持续渴望和可支配收入的普遍增加推动了该行业的增长. 韩国(K-Beauty)和日本(J-Beauty)在个人护理方面有着悠久的传统和经验,他们的创新理念和技术被视为全球美容潮流的引领者.

冠状病毒大流行改变了消费者行为和购买模式,在整个亚太地区观察到以下趋势:

  • 对家庭美容明升体育m88亚洲手机的需求增加
  • Sustainable packaging
  • Natural and organic ingredients
  • Direct-to-consumer technology
对家庭美容明升体育m88亚洲手机的需求增加

Due to the tightened distancing measures, the skin and hair care routine at-home has changed and advanced during the pandemic. 越来越多的消费者更加关注他们的皮肤和头发类型,并购买个性化和/或优质产品.

公司推出了“家庭护理”设备,这些设备利用了美容专家的技术和专业知识. Those products are easy to use at home, even for consumers not familiar with such care, while having similar effects as from professionals.

With the trend of increased sales of self-care products, professional hair treatment, colorants, and related home appliances have boosted during the pandemic.

Sustainable packaging

Due to the increased use of single-use plastics during the pandemic, 亚洲消费者越来越意识到他们的消费对环境的影响. 它导致了千禧一代和Z一代消费者对可持续生活方式和“道德消费主义”的需求. Beauty brands have therefore started to focus on packaging, which is a visible reminder to consumers of their products’ environmental impact. Amore Pacific, for example, started to develop products with natural ingredients and opened refill stations in 2020. 消费者可以把护发产品装在自己的容器里,或者在车站用椰子壳做的容器里. 这些从可持续发展趋势中受益的举措将使类别领导者处于突出地位.

Natural and organic ingredients

随着千禧一代和女性就业人数的增加,亚太地区拥有巨大的天然和有机化妆品潜力. 这一概念在亚太地区仍是一个新概念,消费者对人工内容的兴趣日益增长. 日本和韩国的化妆品公司正专注于研究和开发对皮肤安全的产品,并提供卓越的性能水平. They invest in selecting traditional and natural ingredients, adopting manufacturing processes that have a reduced environmental impact. 这已经变得非常清楚,有利于地球的品牌倡议影响消费者的决定. 天然和有机化妆品的合规要求和法规可能因国家而异. It is therefore a requirement for companies to check this before entering the market.

Direct-to-consumer technology

Lifestyles in general, 在大流行期间变得更加数字化,向在线的转变反映在美容行业. 该行业受益于Instagram和YouTube等社交媒体渠道的日益普及. 这些媒体渠道不仅在特定群体中具有很高的影响力,而且创造了对美容产品的需求,有助于填补化妆品品牌和消费者之间的差距. Especially, 利用拥有数千粉丝的社交媒体影响者已经成为一种常见和流行的营销策略. 消费者不仅关注品牌网站,也在关注社交媒体平台, regularly checking associated collaborations before making a purchase. 因此,对美妆品牌来说,让自己更容易接近和科技友好是至关重要的.

We recommend Swedish cosmetics companies to consider:

  • Swedish branding and emphasisng on key ingredient(s): The beauty segment is demanding. With endless choices for consumers, they demand an appealing brand story, attractive packaging, and a great formula. 强调关键成分或英雄产品可能是吸引消费者注意力的一种方式. The Swedish origin associated with nature and clean environment can also be an advantage.
  • Understanding regulations and certification requirements:护肤品是所有亚洲市场的本地业务(没有像欧盟那样的统一标准),所有品牌进入特定市场时,需要了解当地根据产品类别适用的法规. 明升ms88备用网站的当地办事处正在为明升ms88备用网站公司在亚太地区建立之前提供支持和建议.
  • Use a hybrid model for sales: The fact that e-com is a driver for growth is true in all markets, although offline retail remains important for brand building. 找到合适的当地合作伙伴可以帮助明升ms88备用网站品牌建立或增加他们的零售业务. 明升ms88备用网站的商业办公室支持合作伙伴的招聘,并为市场扩张提供路线图.  

请不要犹豫明升体育m88亚洲手机,以了解更多关于我们的经验,以及我们如何可以帮助贵公司进行更深入的分析.

Linda Bradley, Trade Commissioner

Josie Ryu, Project Manager