“Think global, act local” is hardly a new concept. But with the rise of emerging markets, it seems that beauty brands have begun to think a lot harder about tailoring their products and strategies to local tastes. Many Western brands say they are investing more in studying skin and hair types in local markets, especially in places like China, India and Brazil. And rather than just adding a whitening line or a BB Cream to their existing ranges, these companies are increasingly launching products designed specifically for a particular market and sold exclusively there (although they may well be rolled out in another guise elsewhere).
For example, US-based brand Bare Escentuals, which was recently acquired by Japanese group Shiseido, has developed a skincare line, bareMinerals Skincare specifically for Asia, which will begin to roll out in the region in March 2012. Similarly, US-based brand Estée Lauder is to launch a new anti-aging cream, which the company says was inspired by and specifically targets the needs of consumers in Europe and will be sold only in this market.
The local approach is not limited to skincare and make-up. There are also a lot more fragrances on the market targeting regional tastes – and beyond just introducing a lighter, pink-colored scent for Asian consumers. A string of brands have also launched scents specifically for the Middle East and Russia.
It seems that the level of specialization for local markets will further intensify. In addition to the formula, companies are now also looking at regional differences in how consumers apply products and how the tubes, pumps and bottles are used from country to country. Packaging companies highlight that how a consumer in Brazil uses a mascara wiper or a lipstick varies greatly to her counterpart in China or Japan. And more of these suppliers are conducting consumer studies based on country differences in usage in a bid to come up with better-adapted packs and applicators for each market.
Having cosmetics tailored both in terms of pack and formula to specific markets sounds like good news for consumers, but it could also lead to a lot more product on the shelf where the perceived difference from existing ranges is minimal. This in turn could lead to a lot more confusion for shoppers.
For more analysis on upcoming trends in the beauty go to BW Confidential’s website: http://www.bwconfidential.com