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HAPPI Asia
HAPPI Asia

Issue: 2014-6

THE approach towards beauty has never been so holistic.
When it comes to looking good, today’s consumers increasingly opt for oral-taken nutricosmetics to complement their topical products. Especially in Asia Pacific where consumers have long been aware of the role of foods and dietary supplements in beauty and the concept of beauty-from-within sits well with traditional herbal medicine; Japan by far remains the largest market globally for nutricosmetics, followed by China with great growth potential.
As sales of beauty-from-within category are very much at home in the Asian market, the Eastern influence is also spreading to the West. With anti-ageing demand being required across all demographics globally and nutricosmetics aligning closely with such demands, this increasing consumer receptiveness to beauty-from-within has opened the way for nutricosmetics growth.
As such, we are now witnessing a broadening variety of nutricosmetics in order to appeal to different consumer groups, such as gummy bears for hair and nail care, or de-tox drink for anti-acne. Challenges still remain ahead, however, as the industry needs to overcome skepticism from consumers and comply with tougher regulations by governments. Efficacy substantiations and claims are expected to become key to any product long-term success in future. So what is the status quo and what does the future hold for the beauty-from-within market? In this issue’s feature reports on Nutricosmetics, we take a comprehensive look.
And this holistic approach also applies to the development of user-centered beauty packaging, as today’s consumers not only expect both functionality and aesthetics in one package, but also increasingly expect it to meet social standards, i.e. sustainability or eco-friendly. More insights on this mega trend from Mintel’s Dr. Benjamin Punchard in “Global developments in packaging”. In short, a holistic approach is key to building a successful product in the long term for today’s beauty industry.

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