2024 APAC beauty trends: Focusing on health

outcomes
Vrushali Lad
Source: Event Reports, Cosmetics-Design Global Digital Summit's Beauty
Forward 2024 Interactive Broadcast, January 2024
Downloaded from WARC

Amid strong growth in the dermo-cosmetic and skin health markets, experts from the beauty industry
look at the emerging trends in dermatology and cosmetics for APAC in 2024.

Over half of the world’s young population are in APAC and beauty brands must focus on
understanding their needs and preferences.
APAC is forecast to be the number one region for dermo-cosmetic growth by 2026, with China as
a leading market for facial care.
Younger consumers know about product ingredients and benefits, rely on online information
sources to make a purchase decision.

Why it matters
More young APAC consumers are seeking prevention rather than intervention from non-harmful, science-backed
skin health products, and while they are focused on health and beauty, they are also choosing brands that allow
them to express their individuality.

Takeaways
Dermo-cosmetic consumers are looking for safe, transparent and science-backed approaches to skincare
and are no longer satisfied with products that are merely safe and non-harmful, or making do with
efficacious products that harm their skin.
Younger consumers want to express their individuality while still conforming to the expectations of the older
generation.
 When there is unlimited access to information, younger consumers are savvier about decluttering the
information they get and will make decisions with evidence-based information rather than choosing a
product that their peers or family members are using.

The Asia Pacific region is home to 60% of the world’s population, including the world’s most populous countries
(China, India and Indonesia). According to current data, more than half the world’s young population live in
APAC. Given their economic heft and cultural diversity, the beauty industry has a strategic imperative to focus
on understanding and meeting the needs and preferences of this large young demographic.

Addressing the ways and means to address this dynamic demographic, CosmeticDesign-Asia hosted a series of
talks featuring names from the beauty industry.

A focus on health and beauty outcomes

Kenvue global senior director Xiang Wen Hong said the global dermo-cosmetic market is growing at twice the
pace of the global skin health market.

“By 2026, APAC will be the number one region for dermo-cosmetic growth, fuelled by facial care with China and
the US as leading markets.”

The categories showing higher growth within “skin health” in China are anti-ageing (+26%), brightening (+13%)
and sensitive skin (+3%).

“Dermo-cosmetic consumers are looking for safe, transparent and science-backed approaches to skincare,”
said Hong, explaining that they want “outcomes focused on health and beauty, and they are no longer satisfied
with products that are merely safe and non-harmful, or making do with efficacious products that harm their skin”.

She added that Gen Z drives the category in APAC (aged 15–29), followed by the 30–44 category.

With increasingly sophisticated consumers who understand product ingredients and their benefits, the younger
demographics are also clued into various online information sources to arrive at a purchase decision.

“An interesting shift (in consumer preferences) is where people are seeking prevention versus intervention from
their skin health products. We are seeing 18-year-old consumers in China looking for anti-aging products to slow
down the ageing process rather than wait for ageing to actually begin.”

For younger consumers, identity and evidence are key motivations

Coty’s digital, e-commerce and CRM director for prestige and consumer beauty, Katia Darde, spoke about three
key drivers for Gen Z consumers in Southeast Asia and how they are choosing brands and products today.

“First, they want to make informed choices in a world where there is unlimited access to information. They
are savvy about decluttering (the information they get) and go with evidence-based information rather than
choose a product that their peers or family members are using.”
 “The second driver is they really want to make the world a better place but are pragmatic about the
economy and how to work with the high cost of living. So when they choose brands, they choose those that
stand with their personal beliefs while offering good value.”
“The third key driver is the desire to express their individuality quite strongly. Appearing unique is important
to them but they also wish to conform to expectations from the older generation. So they gravitate towards
brands that let them express their individuality while helping them conform to the society they live in.”

Institute of Personal Care Science director Rita Sellars elaborated on Gen Z’s demand for quick responses both
from the products they use and the platforms they purchase from.

She said, “Brands must ensure that their websites not only feature all their products with the right descriptions,
but that they are configured well enough to ease the consumer’s quick decision-making process”.

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