Asian trends
Oriental Aromatherapy
Aromatherapy is a trend to watch for the coming years in Asia as it will surely keep on growing and is in synch with many local aspirations of consumers.
While many makeup artists (MUA) have launched their own beauty brands in the past, it has become a stronger and more popular trend in recent years. And if it was pretty difficult to establish oneself as a brand for a MUA, it is now greatly eased by social media.
Indeed, building a brand on a name, if not a celebrity, can be very challenging and requires a lot of image and communication work to get to a point where customers will recognized and trust your products.
With Instagram, YouTube and other social media platforms, MUA who were already established in their industry found the opportunity to extend their reach to a wider audience.
Lisa Eldridge and Charlotte Tilbury for instance, both started out by giving out makeup advice and tutorials on YouTube before launching their own brands. Both of them have been very successful as they created a strong community of fans before even launching.
Beauty brands created by such MUA are earning market shares because they have credibility and people trust in the products made by someone who is after all a makeup specialist. But also because they succeeded in building an involved and loyal community.
Monia MERABET
Aromatherapy is a trend to watch for the coming years in Asia as it will surely keep on growing and is in synch with many local aspirations of consumers.
The pandemic and climate crisis have made consumers more aware than ever of the relation between their surroundings and the environment they live in and the overall health of their skin.
Luxury houses keep on looking for new ways to reinvent themselves and stay attractive in a very competitive industry. Consumers are always expecting new, innovative products or campaign and major brands are very prolific in the area.
Inclusivity has been a key concern for many people over the last few years. In the beauty industry it has impacted product development but also organizational structures.