In this edition of our series of specials, Cosmetics Design takes a look at the story behind the rising trend.
“Health and well-being has transformed consumer lifestyle and habits,” Joanna Chan, Singapore-based research analyst for the firm, explained during the recent in-cosmetics industry event in Korea, noting that millennials are the driving consumer group.
“Millennials form a sense of identity where they feel attractive and successful and want to broadcast this on social media. It’s not about being skinny; it’s about being fit,” the research expert explained.
Instagram wellness
Instagram in particular is a social media platform that champions this idea of ‘wellness’, and millennials users of the site are adopting the lifestyle in large numbers.
The trend centers on the idea of healthy lifestyles presented through the medium of shared photos, with the resulting emphasis on appearance being the factor driving the related beauty and personal care sales.
The identity these consumers are keen to buy into is described by Euromonitor’s Chan as “attractive, successful and aspirational”, and the related skin care category is defined by its natural ingredients and suitability for an active lifestyle - Bobbi Brown’s Long Wear waterproof makeup offering a key example.
Leaders of the trend
Across Asia, the trend is being lead by a mix of brands from international and domestic beauty companies, according to Euromonitor data, with Asian brands very much coming out on top.
Innisfree from AmorePacfic and Herborist from Shanghai Jahwa are particularly strong market leaders, having enjoyed a growth rate over the past five years of 818% and 198% respectively.
Other players showing healthy growth are L’Occitane (64%), Inoherb from Shanghai Inoherb Cosmetics (188&), L’Oréal’s The Body Shop (19%) and Natura (38%).