Trend #1 • Sustainability
In Japan, packaging has always been an important part of the product experience (consumer-focused, high-quality materials, clever folding techniques, and smooth angles). In Korea, packaging has enabled some of the biggest product changes in the cosmetics industry: the appearance of the cushion, for example. In China, packaging reflects different consumer trends: from the quest for efficacy and safety to pride in heritage.
Key figures of:
Porcelain [1]
54% of those surveyed are interested in sustainability, showing a growing awareness in protecting the environment.
42% believe that manufacturers should take more responsibility for protecting the environment.
Japan [2]:
75.5% of respondents interested in environmental issues.
67.8% carry their own bag or bottle.
refill packaging responds to these new lifestyle concerns in Asia with two dynamics operating simultaneously:
In Japan, sustainability has long been part of the commitments of Japanese brands. Since the 1990s, refills have become part of everyday life to reduce the volume of plastic + to save space in limited living spaces. Now, rechargeable products have reached a penetration rate of 80% in Japan.
In other countries in Asia, refill packaging has begun to emerge and accelerate massively with the pandemic, pushing consumers to adopt a more environmentally friendly and safety-focused lifestyle.
Our Chinese approach shows how the country absorbs this packaging concept with a luxurious and artistic atmosphere.
Trend #2 • Efficiency
94% of Gen Zers in China research product ingredients.efficacy and safety before you buy to find out if the product is right for your skin type and concerns [3].
This figure highlights the pain point for Chinese consumers: freshness of skin care products.
Therefore, ‘Free From’ claims + single-serve packaging capable of maintaining freshness are now two key assets to highlight product safety and efficacy.
Trend #3 • Protection against climatic aggressions
Particularly relevant in South Asian countries, Solar protection is becoming one of the hottest skin care topics in Indonesia.
UV protection is experiencing the fastest growth:
+26% year-on-year growth [4]
15% CAGR in 2021-26 [5]
Environmental assaults and climate-related themes now permeate packaging. And the packaging becomes a problem solver: easy to use + easy to reapply throughout the day + keeping it fresh.
A true local offer in sun protection emerges, all adapted to local needs.
Trend #4 • Affordability and convenience
Cosmetic containers are full of small formats variations such as minis, envelopes, pocket formats, etc.
Thailand is the Asian country where the sachet format is most widespread, from skin care to makeup and nutricosmetics. The expected benefits: the perfect test format + easy to use all the way + carry-on for the day.
Trend #5 • Personalization
bespoke beauty has emerged as a massive trend. It allows clients to have personalized benefits tailored to their skin tones, conditions and concerns.
Singapore ticks all the boxes to see Bespoke Beauty thrive: with its multi-ethnic background + high-tech reputation + premium-seeking consumers. The country has become a hot spot for independent beauty brands (especially Bespoke Beauty) with popular brands like Skin Inc for skincare, Oo La Lab for fragrance, and Go Play for makeup.
Source: www.premiumbeautynews.com