Market intelligence agency Mintel has revealed that the Asia Pacific region accounted for a third (33%) of global beauty
and personal care products that were launched between January-September 2018 aimed at de-stressing and relaxation*. This is up from 26% of
global launches introduced to market in 2015**.
Speaking at in-cosmetics Asia, Sharon Kwek, Senior Innovation and Insights Analyst, Beauty and Personal Care at Mintel, said: “Today’s consumers are living their lives too fast, creating a
global society where stress fits right in with everyday life. However,
this has taken a toll on many and increasingly, consumers are becoming
more aware of their emotional health and overall wellbeing. Brands and
companies across industries are recognising that they can play a part in
relieving some of this stress, including those in the beauty industry.
“The rapid urbanisation and increased speed of life in Asia have
left consumers feeling tired and emotionally drained. For Asian female
consumers, in particular, it is becoming common knowledge that daily
lifestyle habits can have an impact on skin. Increasingly, beauty brands
and companies are taking notice and are introducing beauty and personal
care products that aid in emotional wellbeing. In the years ahead,
beauty brands and companies in the region will stand to benefit from
launching innovative products that address consumers’ mental wellness.”
The research shows that in 2018, 30% of urban Chinese
consumers aged 20-49 are concerned about stress at work, up from 25%
in 2013. Meanwhile, as many as three in five urban Indonesians (60%) and
urban Thais (59%) plan to reduce their stress levels for personal
health and wellness reasons. Indicating some of the root causes of
modern stressors, a third (32%) of urban Indonesians aged 25-34 feel
that being ‘connected’ such as to devices and being on social media, increases their stress
levels.
Showcasing awareness of the fact that lifestyle plays an important
role in maintaining good skin condition among Asian consumers, half
(49%) of urban Chinese female consumers agree that getting enough sleep
is the most crucial part of skincare; while half (49%) of urban Thai
female consumers think that lifestyle factors including the amount of sleep and stress
levels are most important in determining the appearance of facial skin.
“As Mintel trend Mood to Order highlights, consumers are looking for ways to enhance their mood through products. Meanwhile, Mintel’s 2025 global beauty & personal care trend Power
Play highlights how consumers are recognising that they need to
address their low energy levels and beauty brands are meeting this need
with products that put energy claims at the forefront.
"There is an
opportunity for the beauty industry to meet this new consumer need with
mood-enhancing products that directly address emotional health and
healing. The beauty routine will transform into a self-care routine and
all categories of beauty will be expected to deliver these benefits,”
Kwek added.
Consumers are actively looking for options to help improve the
quality of their emotional and mental wellbeing. Mintel said 45% of urban female
health supplement consumers in China buy health supplements to boost
their energy levels or relieve fatigue; while 39% do so to improve their
sleep quality. Reflecting the same opportunity for the beauty industry,
a significant 87% of urban Chinese females aged 20-49 agree that using
beauty services is a way of relaxing.
“The fact that consumers in Asia are looking towards health
supplements to help with their overall wellbeing indicates an
opportunity for the same strategy to be replicated in the beauty
industry. Self-care will drive beauty inside and out; there is an
opportunity for topical beauty products to tag with beauty supplements
to create a complete system for consumers to take care of their physical
and mental wellbeing holistically.
"Both offline and online beauty
channels share the same opportunity to leverage the self-care concept to
resonate with today’s consumers. Finally, Asian consumers have always
believed in the power of crystals to help heal or ward off negative
energy. Beauty manufacturers could explore the possibilities of
including crystals as star ingredients.” Kwek concluded.
*Beauty and personal care product launches with at least one of the following words in their
product description: 'de-stress’, ‘destress’, ‘relax’, or ‘relaxation’ .
**January to December 2015
