BEAUTY IN ASIA: INTERNATIONAL BRANDS


International beauty brands remain focused on Asia


Asia Pacific continues to top the list of regional targets drawn up by Western and international beauty brands all vying for a piece of such a vast and richly diverse consumer base. However, markets such as China, Korea and Japan are often tough to navigate without the right retail partners or marketing strategy, as Charlotte Turner reports.


Above: The highest levels of customer service can be expected at beauty counters in Asia.


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eauty was by far and away the fastest-growing category in terms of duty free & travel


retail sales for the Asia Pacific region in 2018 and 2019, growing by almost 20% to $18.2bn in 2018 alone. As Asia Pacific also happens to


be the highest-grossing market for all core duty free categories there is a strong business case for brands to at least consider the territory for expansion, especially as the region represents a medley of distinct cultures and shopper habits. However, for fragrances, skincare


“This has been a short-term opportunity loss rather than a big business loss for us and a return to that regional expansion will be a priority as soon as it is possible.”


Marion Bruimaud, Travel Retail Director, Laboratoire Nuxe


86 TRBUSINESS


and cosmetics there is a supplier consensus that the markets of China, Korea and Japan rank highest for prominence and sales. However, in January 2020 the


idea of breaking into any one of these markets, especially China and Korea, suddenly seemed like a very bad business decision as a deadly new disease (Covid-19) ravaged its way from Hubei Province all the way to Seoul. “We had big plans to expand into


Asia this year and our introduction into China was well advanced until the Covid-19 outbreak,” Marion Bruimaud, Travel Retail Director, Laboratoire Nuxe tells TRBusiness. “This has been a short-term


opportunity loss rather than a big business loss for us and a return to that regional expansion will be a priority as soon as it is possible.”


Markets opening up At the time, many believed the virus would end its journey in Asia, but as we know today, sadly that was just


the beginning. However, as Chinese companies in


particular have shared with TRBusiness in recent weeks, while China was the first to face the devastating impacts of Covid-19, it appears that it will also be the first place to see life return to some sort of normality. Charles Chen, President of China’s


largest duty free operator China Duty Free Group tells TRBusiness on p36 that the Chinese duty free market is beginning to see the light at the end of a very long tunnel. “There is an especially strong


appetite from women to shop,” he says. “They still want to spend money – even though they are staying at home – on cosmetics and perfume.” China in particular is actually in the


process of gearing up for ‘Labor Day’ (May Day), as Chen confirms. “We have been planning a lot of


promotions, which will start in May,” says Chen. “As you know, in May it’s an important holiday period for the tourism industry in China [celebrations for Labor Day/May Day take place]. Also


MAY 2020


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