ANALYSIS 15
mCommerce businesses to meet varying market and consumer needs and demands. Southeast Asia is certainly a growth market that welcomes new beauty entrants and developments via physical and online stores. eCommerce will continue to grow in the region and beauty brands should leverage technology to increase product sales both on and offline and to better market their brand.
Spotlight: Beauty rituals in Southeast Asia Singapore serves as a launch pad for beauty companies in Southeast Asia Identifying Southeast Asia as the next beauty hotspot, international beauty brands are using Singapore as a key anchor to the rest of the region by executing the debuts of their key launches in the country. Kat Von D, for instance, debuted in Singapore last year in 2016, causing a stir with the launch of its matte lipsticks and bold colour palette. Meanwhile, M.A.C Cosmetics launched its hybrid flagship store at ION Orchard Singapore in December of 2016. The store offers an extensive range of products, beauty services as well as limited edition collections.
Lip colours immensely popular in Southeast Asia’s beauty scene It seems lip colour cosmetics are strongly playing out with new product introductions in the region. The lip colour category shows active developments and definite potential to grow within Southeast Asia. According to Mintel Global New Products Database (GNPD), Indonesia and Malaysia accounted for 15% and 17% of the region’s lip colour product launches between 2014 and 2016—the highest in the region, perhaps due to the country’s Muslim female population (Muslimahs). Muslimahs who wear hijabs typically use lip colour cosmetics to enhance their facial features.
The rise of point makeup
The popularity of lip colour cosmetics across the region comes as no surprise, seeing as point makeup (eye and lip areas for instance) is on an upward trend and growing from strength to strength. Lip colour cosmetics and brow liners have increased in popularity over the last three years with more product launches in the market. Indeed, data from Mintel GNPD reveals that between January to May 2017, lip colour products accounted for 64% of all cosmetics launches in Southeast Asia—a 14 percentage point increase from 2014 (full year).
Moving along the point makeup category; eyebrow product launches saw a rise from just 3% in 2014 to 9% in mid-2017 (January to May 2017), according to Mintel GNPD. Beauty items for the eyelashes and
November 2017
eyebrows are popular among Southeast Asian consumers particularly because they enhance eye features—and services relative to these eye areas are also in the spotlight. Eyebrow services such as threading, tweezing and embroidery are on the rise as consumers become more beauty conscious and are seeking convenience when it comes to having beautifully drawn brows. Popular names such as Browhaus and
Benefit Brow Bar have built a regional presence in Southeast Asia, especially as consumers are now willing to pay a premium for such services. Founded in Singapore, Browhaus, a concept store that specialises in brow and lash grooming services, successfully expanded overseas with outlets across Southeast Asia (Singapore, Bangkok, Davao, Jakarta, and Manila) and globally. According to a 2016 article in The Straits Times, Browhaus has seen a consistent increase in the number of customers between 2014 and 2016;
growing from 19,000 customers in 2014 to 21,000 in 2016.
The potential within Halal beauty Today’s young Muslims are interested in fashion, grooming and beauty, and are poised to become an economic force to be reckoned with. As the Muslim population continues to grow, so does the development of the Halal beauty industry. There is much excitement about the
growing potential of the Halal beauty market in Asia. Beauty and personal care brands are becoming more liberal with imagery of women wearing hijabs on product packaging to directly appeal to Muslim consumers. Mintel GNPD reveals that skin care is so
far the largest Halal sector within Southeast Asia, but hair care and body care hold opportunities for companies in product innovation as well: hair care for women wearing the hijab; body care with anti- perspiration and deodorisation functions for humid conditions. Additionally, water-based formulations and claims such as ‘wudhu- friendly’ will grow within the Halal nail polish category and extend to other nail treatment products for Muslimahs. The Halal beauty and personal care market will grow in value as more people are educated about the concept and are inspired to follow a more ethical lifestyle. Moving along with the eCommerce trend, more information on the concept of Halal can be shared on social media with compelling stories told by people of different walks of life—through selfies and opinions that can be easily seen, read about and shared. Halal brands can use emotional messages based around ethical lifestyles or health and wellness to resonate with a broader consumer base in Asia, and not just Muslims.
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