BEAUTY BRANDS ON THE RISE


Vitality and wellness challenges beauty’s conventional vocabulary


A surge in brands promoting health, lifestyle choices and inner-wellness to help during the travel phase and in everyday life continue to resonate with consumers. Luke Barras-Hill discovers how a clutch of these are challenging the cues of traditional beauty.


Above: Perfumes & cosmetics aisles are being disrupted. Pictured is The Shilla Duty Free at Singapore Changi Airport.


I


t’s not hard to see why beauty continues to dominate global DF&TR revenues. Heightened


sensitivity to daily extraneous factors impacting hair, skin, complexion and general appearance combined with slick and powerful marketing campaigns, often from multinational power brands, puts consumers on constant alert. But achieving inner beauty; calmness, serenity and health, in our everyday lifestyles is more difficult to achieve – and ignore. As referenced this issue (p30), sales


in the industry’s flagship category rose by 19.3% to $25.6bn in 2017 [the most recent full-year figures available – Ed]. In Asia Pacific, meanwhile, that level reached $18.2bn in 2018, up nearly 20% yoy, according to the most recent statistics from Generation Research. While the likes of L’Oréal, Estée Lauder, Shiseido and Coty provide serious ammunition via


Achieving inner beauty; calmness, serenity and health in our everyday lifestyles is more difficult to achieve – and ignore.


TRBusiness Spa Ceylon De-Stress Collection. 46 TRBUSINESS JUNE 2019


skincare, makeup and fragrances to that turnover, it’s the rise of other, often smaller labels grounded in science, cosmeceuticals and health and wellness that are earning a loyal following in Asia and beyond. This is evidenced as TRBusiness


explores this issue by the rise of a number of beauty sub-niches: masks/masques; beauty devices; botanicals; organic products and aromatherapy/spa. As reported, so-called doctor brands are piquing interest. Rosalyn Frayna, Global Travel Retail Business Unit Lead, Unilever International believes demand for products that impart consumer trust and reliability carry


a certain weight. Murad skincare is one such example. “The high ranking of our


two supplements in the Acne/ Blemish (Pure Skin Supplements) and Environmental Shield (Pomphenol Sunguard Supplement) ranges with Chinese consumers puts them in the ‘must have’ portfolio for APAC,” observes Frayna.


Living Proof gains ground Asked by TRBusiness whether there exists an opportunity for retailers to group certain brands alongside health food products to create a holistic health and wellbeing concept, Frayna was sceptical


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