BEAUTY IN ASIA


“As a cosmeceutical brand started by a dermatologist, we are well positioned and recently started selling our supplements in travel retail in Korea.”


Kathryn McAndrews,


Senior Business Development and Marketing Manager, Perricone MD


Tasa Meng has reported success from brands such as Jo Malone that foster greater customer interaction via digital.


whitening products sold. Shiseido views the opportunity to


gain traction in the mindful beauty category and support consumer lifestyle goals as a perfect fit. “To reflect this trend, last year


we launched Shiseido WASO,” says Jouguelet. “Inspired by washoku, a Japanese philosophy which translates as ‘respecting individuality to maximise the ingredient’, it harnesses the power of natural ingredients and botanicals to balance body and mind.” White jelly mushroom is just one


of the ingredients found in WASO as part of a preparation method to formulate whole botanical cells. For Kathryn McAndrews,


Senior Business Development and Marketing Manager at skincare brand Perricone MD, the wellness and cosmeceutical brand trend is venturing into new territory. “I’ve seen a growing number


of dermatologists start their own brands and recognised this trend in Korea where there are open- sell beauty stores like Chicor (the multi-brand cosmetic company launched by Shinsegae) as well as in actual pharmacies. “As a cosmeceutical brand started


by a dermatologist, we are equally well positioned and recently started selling our supplements in travel retail in Korea,” says McAndrews.


Brands on the move The popularity of native Asian beauty brands is filtering down into other markets and growing in appeal with other nationalities, such as the Indian consumer. As Surabhi Batra, Category Manager, Beauty for Mumbai Duty


MAY 2018


Free, explains: “The Indian market spectrum in the beauty space in particular is changing fast. We see a number of international brands entering the space from masstige to premium. “Today’s consumer is looking for


niche, personalised solutions and a host of Korean companies, including Faceshop and Innisfree, are now available on online platforms. “The attraction appears to be a


combination of both the pricing strategy and the vegan twist. Decade-old brands such as Forest Essentials and Kama Ayurveda are priced upwards and this is making customers think twice before buying their products.” Batra reports burgeoning demand


for ‘new age’ products, such as strobing/contouring make-up, body polishes, skincare gel solutions and dry shampoo, which she says are ‘late entrants into India’. On the retail concourse floor,


homegrown Asian names are currently few and far between, but Batra says that by end-2018, passengers travelling through Mumbai Duty Free can expect to see a number of new brands added to the mix, with SK-II top of the wish list. This also taps into India’s booming


beauty and wellness industry, which she says has potential for tremendous growth in 2018. “It is said to be growing twice as


fast as markets in the United States and Europe, and India is also the second largest consumer market in the world,” notes Batra. “Essential oils, pollution-free skin


care, sleeping balms, hand and nail creams and foot relief sprays are just


Perricone MD recently began to sell its supplements in Korean travel retail.


TRBUSINESS 129


some of the most-liked products and we offer these in our stores.” Developing a meaningful,


long-lasting relationship with the travelling customer is especially important for beauty brands, notes Batra, primarily because the category is at the forefront when it comes to seizing trend-driven opportunities and delivering high- profile experiences. “Consumers are extremely savvy


and expect excitement, innovative engagement strategies as well as personalised experiences across all touch points,” she explains. “Close interaction, understanding


consumer needs and their unique challenges, delighting the audience and making them feel special means that we implement a lot of retail- tainment activities across our stores to engage our customers, from free makeovers and trials from top cosmetics brands to hand massages.” Maintaining a balance between


international and homegrown regional brands, the latter of which are gaining ground on the consumer radar, is important for Tasa Meng. However, the Taiwanese retailer


utilises a different approach to in- store positioning.


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