Exclusive interview

Anti-pollution product launches Part II: APAC popularity influences global industry

APAC and worldwide anti-pollution product launches

As APAC is home to over a third of all anti-pollution product launches in 2016, in the second part of this article we spoke to Sharon Kwek, Senior Beauty and Personal Care Innovation and Insight Analyst at Mintel to discuss why brands are choosing the region and how it can use this success to build its position in the global cosmetics market.

In its recent report, Mintel, a leading market research company, indicated that various APAC nations are paving the way for the rest of the region through ongoing research and innovative product development.

So far this year, nearly one in 10 (8%) of beauty products launched in Australia have held an anti-pollution claim. Thailand is second with 3% of its new beauty products containing an anti-pollution statement, followed by Japan and China, which both feature anti-pollution claims on 2% of their new beauty product launches.

“As consumer awareness of pollution grows, we can expect to see this claim develop across the globe to other markets around the world,” added Kwek.

Global opportunities

In France, for instance, 41% of women agree that environmental factors such as pollution affect the skin. In the US, 14% of consumers say that pollution is one of the most important factors impacting the condition of their skin.

“Consumers globally are worried about the effects of pollution on their skin and hair, yet anti-pollution claims currently appear on just 1% of beauty launches,” explained Sharon Kwek, Senior Beauty and Personal Care Innovation and Insights Analyst at Mintel.

Global awareness of the detrimental effects of pollution has led to consumer calls for beneficial pollutant protective products that contain anti-pollution claims. Due to this international demand, in 2017, we may see the figure of 1% of anti-pollution claims that reach global audiences increase.

“We can expect a vibrant market in the future thanks to a large number of new anti-pollution ingredients coming onto the market,” added Kwek.

“In particular, Asia Pacific has some of the world’s biggest facial skincare markets as well as increasing consumer concerns about pollution, which offers huge sales potential for brands.”

As APAC brands have demonstrated their understanding of the region’s cosmetics landscape and answered the concerns of their target consumers in 2016, the rest of the cosmetics industry may now turn to the region’s power nations for insight into advantageous product launch processes to gain a competitive advantage in 2017.

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