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By: Abby Penning
Posted: December 6, 2010, from the December 2010 issue of GCI Magazine.
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The cultural implications of beauty products often differ for ethnic markets as well, so simply changing color options or ingredient combinations likely isn’t going to cut it in terms of attracting new consumers from these segments. It’s important for beauty brands to understand the backgrounds, traditions and habits of each group in order to both entice them to the brand through products that appropriately address their needs.
Big industry players such as Johnson & Johnson and Procter & Gamble are already recognizing the new needs of ethnic markets and are creating line extensions and brands, accordingly—in everything from makeup to hair care products. However, new start-ups also figure significantly, as they are often created by owners with an intimate understanding of the markets they are seeking to serve.
However, one of the widest ranging implications of the growth of the ethnic market is its global appeal. The continued rise of BRIC, as well as other countries emerging on the free market/beauty development scene, means the ethnic market is less and less of a minority market. For example, the innovations created for beauty products for Asian-Americans could have innumerable applications for products launched in China, which boasts more than one billion consumers and, therefore, may prove invaluable.
Beauty evolves as the world’s population does, and with those labeled as “ethnic” becoming the majority, it’s clear brand owners need to have products available to keep up with this evolution—or risk being left behind.
The Beauty of Health—or Vice Versa
Health and beauty—these two terms have gone together for years and years, supporting each other with requirements of proper body, skin, hair and nail maintenance. However, in 2010, the trend seems to have multiplied exponentially, appearing to be an integral part of every beauty routine, from the simple use of a morning moisturizer to dermatologists launching an array of beauty products and a host of industry companies offering beauty supplements to help ensure beauty “from the inside out.”