Strategy Briefing

Beauty Geographic Hotspots: Exporting Regional Concepts

Dec 2019

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Euromonitor has coined the term “Geographic Hotspots” to describe the country-branded beauty movement, whereby brands are categorised by their region of origin. This concept of home-grown beauty has long impacted domestic markets, through the ability to meet specific racial, cultural and environmental needs. Today, demand for hotspot brands is escalating, due to globalisation and peaked interest in foreign travel and culture, with the “Made in” stamp carrying more meaning than ever before.

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Overview

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Key findings

Beauty hotspots refers to a group of brands nurtured in the same country or region

The existence of beauty hotspots can be explained by significant variations in beauty standards and regimes around the globe, influenced by one’s race, religion and local lifestyle. This, combined with differences in technological capabilities and access to native ingredients, is what creates beauty hotspots.

Curiosity in foreign culture and travel benefits hotspot brands

The evolution of the hotspot trend can be attributed to consumers growing interest in international travel and culture, with the number of foreign trips for leisure purposes rising by 28% globally over 2014-2019. Beauty hotspot brands thrive on their association with local culture, providing something more meaningful to consumers than just a simple beauty purchase.

Korean beauty slows, while other key beauty hotspots spread their reach globally

Korean beauty arguably paved the way for the hotspot movement, but now K-beauty giants such as AmorePacific and LG Household & Health Care are seeing weaker performance. A wave of new beauty hotspots have gained popularity, including Japanese, Chinese, Australian and Scandinavian beauty.

A new wave of brands from upcoming regions expected to see traction

The success of certain beauty hotspots has encouraged brands in other regions to consider how they capitalise on their own cultural associations. Notably we are seeing a rise in beauty brands from Germany, Brazil, the Middle East and Africa particularly, as consumers warm towards local players.

Future investment opportunities exist for major beauty players as a way to consolidate market share

Multinationals such as L'Oréal and Unilever are participating in the hotspot trend, through acquisitions and investments of independent hotspot players. We are also seeing more “hotspot-inspired” brands, as well as brands using cross-cultural influences as a strategy to reach more international consumers. However, debate ensues over what classifies as a true hotspot brand.

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Introduction

Scope

Key findings

Defining Beauty Hotspots

Beauty hotspots thrive on their association with local culture

Perceptions of beauty influenced by race, religion and lifestyle

Standards of beauty differ significantly around the globe

Curiosity in foreign culture benefits hotspot brands

We asked consumers which beauty hotspots they had heard of…

Beauty by Destination

Top beauty hotspots spread their reach globally

K-beauty paved the way for hotspot trend

Is the reign of K-beauty over?

K-beauty brands must look towards new innovation

A new generation of K-beauty brands

J-beauty regains momentum as consumers prioritise efficacy

Tech-led innovations drive sales of J-beauty

Japanese brands promote J-beauty as the new powerhouse

J-beauty: spotlight brands

C-beauty revives ancient Chinese beauty practices

C-beauty brands know how best to target Chinese consumers

The trend for Chinese beauty remains strongest locally

C-beauty: Spotlight brands

Australia’s laid-back lifestyle promoted through A-beauty

Vegan and cruelty-free claims are the norm

A-beauty: spotlight brands

Scandinavian beauty brands keep it pure and simple

Sleek packaging design is a priority for Scandi brands

Scandi-beauty: spotlight brands

Indian-beauty evolves with new premium Aryuvedic concepts

Opportunities for Aryuvedic beauty are strongest in Asia Pacific

Indian-beauty: spotlight brands

American-beauty defies traditional hotspot characteristics

America as the pioneer for cannabis as a beauty ingredient

American-beauty: Spotlight brands

Shifting the Spotlight: Hotspots to Watch

African-beauty develops through offer of targeted beauty products

Consumers of black/African descent have different demands

German-beauty powered by engineering and functionality

G-beauty meets consumers demand for efficacy and high-quality

Brazilian brands capitalise on an abundance of distinct native ingredients

Sales of Brazilian brands remain strongest in local market

Brands contemporise traditional Middle-Eastern beauty customs

Middle-Eastern consumers willing to devote time to beauty

The Future of Hotspot Brands

Beauty multinationals pursue participation in hotspot trend

Fast-growing brands make strong investment prospects

Acquisition of hotspot brands as a strategy to consolidate market share

Innovation spill-overs from collaboration with hotspot brands

“Hotspot-inspired” brands on the rise

Future opportunities exist for “cross-country” brands

Is the hotspot terminology being overused?

A product-led focus could help hotspot brands ensure long-term growth

Why buy this report?

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Megatrends

Strategy Briefing

Beauty Geographic Hotspots: Exporting Regional Concepts

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key findings

Beauty hotspots refers to a group of brands nurtured in the same country or region

Curiosity in foreign culture and travel benefits hotspot brands

Korean beauty slows, while other key beauty hotspots spread their reach globally

A new wave of brands from upcoming regions expected to see traction

Future investment opportunities exist for major beauty players as a way to consolidate market share

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Defining Beauty Hotspots

Beauty hotspots thrive on their association with local culture

Perceptions of beauty influenced by race, religion and lifestyle

Standards of beauty differ significantly around the globe

Curiosity in foreign culture benefits hotspot brands

We asked consumers which beauty hotspots they had heard of…

Beauty by Destination

Top beauty hotspots spread their reach globally

K-beauty paved the way for hotspot trend

Is the reign of K-beauty over?

K-beauty brands must look towards new innovation

A new generation of K-beauty brands

J-beauty regains momentum as consumers prioritise efficacy

Tech-led innovations drive sales of J-beauty

Japanese brands promote J-beauty as the new powerhouse

J-beauty: spotlight brands

C-beauty revives ancient Chinese beauty practices

C-beauty brands know how best to target Chinese consumers

The trend for Chinese beauty remains strongest locally

C-beauty: Spotlight brands

Australia’s laid-back lifestyle promoted through A-beauty

Vegan and cruelty-free claims are the norm

A-beauty: spotlight brands

Scandinavian beauty brands keep it pure and simple

Sleek packaging design is a priority for Scandi brands

Scandi-beauty: spotlight brands

Indian-beauty evolves with new premium Aryuvedic concepts

Opportunities for Aryuvedic beauty are strongest in Asia Pacific

Indian-beauty: spotlight brands

American-beauty defies traditional hotspot characteristics

America as the pioneer for cannabis as a beauty ingredient

American-beauty: Spotlight brands

Shifting the Spotlight: Hotspots to Watch

African-beauty develops through offer of targeted beauty products

Consumers of black/African descent have different demands

German-beauty powered by engineering and functionality

G-beauty meets consumers demand for efficacy and high-quality

Brazilian brands capitalise on an abundance of distinct native ingredients

Sales of Brazilian brands remain strongest in local market

Brands contemporise traditional Middle-Eastern beauty customs

Middle-Eastern consumers willing to devote time to beauty

The Future of Hotspot Brands

Beauty multinationals pursue participation in hotspot trend

Fast-growing brands make strong investment prospects

Acquisition of hotspot brands as a strategy to consolidate market share

Innovation spill-overs from collaboration with hotspot brands

“Hotspot-inspired” brands on the rise

Future opportunities exist for “cross-country” brands

Is the hotspot terminology being overused?

A product-led focus could help hotspot brands ensure long-term growth

Why buy this report?

Want to find out more about this report?

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