Beauty innovators generally have the power to disrupt markets, predominantly through route to market and the brand value proposition. The case studies or “beauty innovators” selected by our in-country analysts, are newly established local businesses launched between 2012 and 2018, and typically formed by entrepreneurs who identified a gap in their market and decided to supply the demand through a product or service.
This report comes in PPT.
Recent changes in consumer behaviour have opened up new opportunities for smaller brands, who tend to be more agile and responsive to trends than multinationals. Local brands also have a deeper understanding of what their consumers really want, and shape their offering to meet this, whether that is customisation, natural or sustainable.
Asia Pacific’s disruptor brands compete on quite simple terms, such as selling model, formulation and price, while Australasian brands utilise local heritage and ingredients. Consumers in both Asia Pacific and Australasia consider value for money as the most desired feature in beauty products and this demand is setting opportunity for disruptors to develop affordable quality products.
High penetration of online retailing allows small beauty disruptors to easily join the competition in Asia Pacific. Consumer preference for locally-manufactured brands boosts the growth of emerging disruptor brands in the region, and the growing number of higher disposable incomes and young urban consumers means there is a strong market willing to pay the price for a local flavour.
Supermarkets hold the strongest presence in Australasia, while online retailing is growing fast. Successful disruptors are tuned into the unique role of supermarkets in the beauty landscape and leverage both these important channels. Disruptors in Australasia holds the most potential in skin care, but expect penetration in other categories including fragrances.
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.See All of Our Definitions
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