Findings:
Anti-ageing discourse is growing in Southeast Asia, particularly on platforms like TikTok. Young consumers in countries like Thailand, Indonesia, the Philippines, and Vietnam are increasingly prioritizing skincare over makeup.
A quirky trend in niche perfumes, including scents like milk and even rancid flesh, is emerging, driven by consumers’ desire for unique and unconventional fragrances.
Key Takeaway:
Youth-driven beauty behaviors in Southeast Asia focus more on skincare and anti-ageing than traditional makeup, while niche and eccentric perfumes are capturing the attention of consumers who value individuality and uniqueness.
Trend:
The rise of anti-ageing and skincare routines among younger generations, coupled with a growing interest in quirky and niche perfumes, is shaping Southeast Asia's beauty market.
Consumer Motivation:
Younger consumers are motivated by the desire to prevent early signs of ageing and maintain healthy skin, while at the same time, they seek self-expression through unique, unconventional perfumes.
What is Driving the Trend:
Social media platforms like TikTok are promoting anti-ageing content, while consumer demand for individuality and standing out from the crowd is driving interest in niche perfumes.
People the Episode Refers To:
Christine Chua, APAC Beauty Strategist, who explains the rise in skincare and anti-ageing discussions in Southeast Asia, and Carla Buzasi, WGSN CEO, who explores quirky perfume trends.
Description of Product or Service:
Anti-ageing skincare products and niche perfumes like those with scents of milk or rancid flesh, which cater to a specific market of consumers seeking unconventional beauty experiences.
Conclusions:
The beauty industry in Southeast Asia is seeing a shift towards anti-ageing skincare among younger generations, with quirky perfumes also growing in popularity as consumers seek more unique and individualistic products.
Implications for Brands:
Brands should focus on creating skincare products that cater to the anti-ageing concerns of younger consumers, while also tapping into the demand for niche, unconventional fragrances.
Implications for Society:
Age-anxiety is becoming a prevalent issue among younger consumers in Southeast Asia, leading to a stronger focus on preventative skincare routines.
Implications for Consumers:
Consumers are seeking out beauty products that not only address age-related concerns but also allow them to express their individuality through unique, non-traditional fragrances.
Implication for Future:
The future of beauty in Southeast Asia will likely see continued growth in anti-ageing skincare for younger consumers, alongside a rise in niche and eccentric perfumes that cater to more personalized preferences.
Consumer Trend:
Prevention-focused skincare among younger consumers, who are more concerned about maintaining youthful skin than using makeup for coverage.
Consumer Sub-Trend:
The growing popularity of niche perfumes with unusual scents, reflecting consumers' desire for unique beauty products that set them apart from the mainstream.
Big Social Trend:
Age-anxiety – Younger consumers are increasingly concerned with ageing and are adopting skincare routines earlier in life as a preventative measure.
Local Trend:
In countries like Thailand, Indonesia, the Philippines, and Vietnam, skincare is taking priority over makeup, with consumers placing a strong emphasis on anti-ageing products.
Worldwide Social Trend:
Globally, there is a growing interest in individuality in beauty, with consumers seeking more niche products that reflect their personal tastes, including unconventional perfumes.
Name of the Big Trend Implied by the Episode:
Skincare Over Makeup – A trend where younger consumers prioritize skincare, particularly anti-ageing products, over traditional makeup routines.
Name of Big Social Trend Implied by the Episode:
Individuality in Beauty – Consumers are increasingly valuing unique and personalized beauty products, such as niche perfumes, as a way to express their individuality.
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