Brands have the opportunity to ease the burden of tedious skincare routines for most Asian consumers with skin sensitivities.
According to research from Mintel, the world’s leading market intelligence agency, 44% of female facial skincare users in China say that having sensitive skin causes them to change or upgrade their skincare products. Meanwhile, 34% of Chinese consumers who use sheet masks pay more for ones suitable to sensitive skin.
Over in Southeast Asia, as many as 42% of urban Indonesians purchase products for acne and pimples (respectively), while 39% of urban Thais purchase products to treat acne.
Female beauty consumers are not the only ones seeking for solutions. According to Mintel research, 69% of urban Thai male consumers and 63% of urban Indonesian males are spending more on specific treatment products such as pigment cream or acne patches.
“It is imperative that beauty and personal care players in Asia understand the nature of Asian skin and that it is more prone to sensitivity due to a thinner stratum corneum,” says Sharon Kwek, senior innovation & insights analyst of Mintel Beauty & Personal Care. “In this light, Asian consumers are on the lookout for effective solutions that help relieve or resolve issues caused by skin sensitivity, resulting in a shift in consumer behavior and consumption habits. The time is now for companies, brands, manufacturers and retailers to be a pillar of support and build trust with consumers living with skin sensitivities.”
With a higher demand for beauty solutions for sensitive skin, Mintel research indicates that consumers need guidance when choosing the appropriate skincare options. As many as 73% of Chinese beauty and personal care shoppers say that they prefer a beauty advisor who can provide informed suggestions on skin issues.
“While Asians may be aware of their skin sensitivities and have a fair amount of understanding of the type of products they need in their regime, it is important that companies, brands, manufacturers, and retailers support consumers in choosing the skincare that will work best for them. This encompasses all consumer touch-points, be it through an official brand website, advertising, in-store shopping experience or social channels. Essentially, consumers are in need of expert advice, something that is highlighted in Mintel Trend ‘Return to the Experts,’ which uncovers how expert human advice is back in fashion,” says Kwek.
The medical industry and beauty brands that cater to skin sensitivities will have an opportunity to share objectives. Almost half of Indonesian and Thai male facial skincare users say that it is important for their facial skincare products to be dermatologist-tested or endorsed by a medical expert.
“To boost their credentials—and hence confidence—among consumers, brands can look at partnering with hospitals or doctors who are either working on or are experts in skin sensitivity,” says Kwek.
Mintel discussed these topics and more at this year’s in-cosmetics Korea from June 26‒28, decoding skin sensitivity and its impact on the beauty and personal care landscape.