Food for thought

Cute and feminine makeup products in Asia

Everyone has probably heard the word kawaii (cute in Japanese) before and it is no secret that in Asia, cuteness is considered very appealing.  In consumption too, products and packaging need to have this cute factor. To achieve that many brands are partnering with anime characters to create special editions of their products. In the beauty sector, the latest collaborations in date are Perfect Diary x Sanrio, Colorkey x Hello Kitty, Rom&nd x Line Friends or Peripera x Teteum. 

Interestingly these limited editions are as much popular among young girls as they are with more mature women. Even western brands create such capsule collections to get the favor of Asian consumers (MAC x Kakao Friends, ColourPop x Sailor Moon).

Other brands have decided to develop their whole identity on the feminine, cute value. Instead of doing temporary collaboration, they only design cute and feminine products. Popular brands in this segments are Jill Stuart Beauty, Anna Sui and Paul & Joe Beauty.  

Product design and packaging is crucial no matter the country but it is important to know what will be a hit among consumers in specific areas of the world. Femininity is a must in Asia and whether brands opt for collaborations for temporary collections or for an adaptation of their brand image, it is definitely a strategy worth considering. 

   Monia MERABET

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