Asia Pacific was the largest engine of growth for the beauty and personal care industry in 2020 when compared to other regions. It was also the first region to enter a recovery phase after COVID-19 and is expected to see the fastest economic growth globally in 2021. This report highlights major trends that have supported relatively stable sales of most beauty and personal care products in the region since the pandemic was first declared by the WHO.
Digital Strategy: Competing on digital capabilities will become the norm for companies in Asia Pacific in the post-pandemic era. Digital adoption and investment in new technologies will become imperative to survive.
Sustainability: A climate-driven strategy will be vital, as Asia Pacific consumers become increasingly conscious of their impact on the planet and will look to brands to reflect this.
Back to Basics: A no-frills approach based on authenticity and expert-backed efficacy will continue to gain relevance with consumers’ new perceived values and a shift towards simplicity.
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