Asia Pacific leads the way in relaxation-focused beauty products

Stress is considered a norm in today’s fast-paced, always connected world, but it seems the beauty industry in Asia is putting more focus on new product innovation in an effort to help consumers to de-stress and relax. According to Mintel, the region accounts for a third of global beauty and personal care products centred around de-stressing and relaxation.

Beauty buffs in the Asia Pacific region are countering their fast-paced lives with personal care products aimed at reducing stress. According to new research from market intelligence agency Mintel, Asia Pacific accounted for a third (33%) of global beauty and personal care products, launched between January-September 2018, that claim to aid with de-stressing and relaxation [1].

The figure is a significant increase from 2015, when the region was responsible for 26 percent of new global launches. [2]

“The rapid urbanisation and increased speed of life in Asia have left consumers feeling tired and emotionally drained,” said Sharon Kwek, Senior Innovation and Insights Analyst, Beauty and Personal Care at Mintel, speaking at the recent in-cosmetics Asia event, which was held on October 30-31 and November 01, 2018 in Bangkok, Thailand. “For Asian female consumers, in particular, it is becoming common knowledge that daily lifestyle habits can have an impact on skin. Increasingly, beauty brands and companies are taking notice and are introducing beauty and personal care products that aid in emotional wellbeing. In the years ahead, beauty brands and companies in the region will stand to benefit from launching innovative products that address consumers’ mental wellness.”

The research found that 30 percent of urban Chinese consumers aged 20-49 are concerned about stress at work in 2018 — up from 25 percent in 2013. Additionally, some 60 percent of urban Indonesians and 5 percent of urban Thais plan to reduce their stress levels for personal health and wellness reasons. A huge 87 percent of urban Chinese females aged 20-49 said that using beauty services was a way of relaxing — paving the way for a booming wellness industry.