Mintel launched Asia Pacific: The Beauty and Personal Care Landscape 2021

December 6, 2021

Mintel, the experts in what consumers want and why, has today launched Asia Pacific: The Beauty and Personal Care Landscape. Uncovering consumer behaviour across Asia Pacific’s beauty and personal care industry, this collection of analyst-driven insights highlights how Mintel’s trend predictions have played out in the region’s beauty marketplace.

Sharon Kwek, Director of Consulting, Beauty & Personal Care, South APAC, said: 

“Beauty already sells on an emotional level and has had a great track record of creating confidence, imaging, and aspiration among their consumer base. To mitigate the impact of COVID-19, and beyond the dramatic turn towards digital commerce, you will find that emotional selling in this age is a far more complex expression of consumer needs.

The customer journey is no longer linear, and with touchpoints both in the physical and digital spaces sometimes occurring concurrently, consumers have a blink-and-you’ll-miss-it experience with brand discovery.

In our annual Asia Pacific Beauty and Personal Landscape, we’ve focused on the evolution of consumer trends and market opportunities for brands.”

Key highlights of the annual report include:

Beauty consumers are seeking emotional meaning

“Consumer expectations have risen; they are seeking attractiveness brought about by features such as appearance, packaging and interesting textures. Mintel has observed that these are now playing a strong role in people’s purchase decisions, a product or brand’s viral factor, or word-of-mouth awareness and the willingness to trade-up. For example, the feel-good moments of the not-so-distant past could also bring a positive impact, as 47% of Japanese consumers enjoy things that remind them of their past.

“For brands, function and efficacy remain the core of new product development and are central to how consumers make their purchases. Rising in importance, though, is a new angle to leverage: fun, eye-catching appearance and diversified usage experience. Sensory pay-offs are helping brands stand out amongst fierce competition and appeal to younger generations.” 

Develop a fresh brand-consumer relationship

“Mintel data shows that in China, 81% of consumers agree it is important to feel part of a community; 61% of consumers in Singapore and Thailand say the same. In India, 36% of women consumers say that they are part of beauty communities or groups on social media.

“Consumers are leveraging these communities to express and share how they feel about using a product or brand, targeting the subconscious and emotions of untapped consumer audiences. Facts and figures are great sources of assurance of quality, but representation and expression are fluid and this is exactly how consumer outreach can be broadened through emotional selling.” Concluded Sharon. 


Data Source:  Mintel Global Consumer, March 2021

1,000 Chinese internet users aged 18+. 

1,000 Singaporean internet users aged 18+.

1,000 Thai internet users aged 18+.


Mintel’s 2021 APAC Beauty and Personal Care Landscape is available for free download here. For more information or to schedule an interview with our regional analyst team, please contact the Mintel Press Office at

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