A series of high profile food scandals have
led to a surge in organic farming and created increased consumer desire
for natural products. China’s growing middle class are demonstrating
their purchasing power and traditional sales channels are changing as
consumers become more savvy in their research and rely less upon
advertising to dictate trends for them.
Cosmetic trends do not always successfully translate from East to West
and vice versa. The Asian craze for facial masks never caught on to the
same degree in the West. However, the demand for natural products has
crossed over with countries with large Buddhist populations like China,
Japan, Thailand and Vietnam becoming dedicated consumers of natural skin
care products as they align with religious values.
“Cosmeceuticals” or products that combine cosmetics with pharmaceutical
ingredients, are a continuing trend in the Asian cosmetics market, with
skin-whitening remaining the most popular treatment in China.
A rise in male consumers who care about their skin, is opening a new Asian market, as brands seek to cater to men.
The 2015 China Beauty Expo, saw many new, “green” cosmetic brands in
attendance. The Expo also highlighted a trend away from traditional
advertising channels in favour of quick, accessible promotions that rely
upon bloggers and consumers to endorse products online.
“Weishang” known as “microbusiness”, is one increasingly popular way new
businesses promote their companies and products using the WeChat app.
Companies are able to reach an audience of over 600 million users