Asian trends
Oriental Aromatherapy
Aromatherapy is a trend to watch for the coming years in Asia as it will surely keep on growing and is in synch with many local aspirations of consumers.
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October 30, 2020
Asian markets have no difficulty mixing industries together and see collaborations with a good eye. While it is not so popular to have a food brand and a cosmetic brand do a joigned campaign in the West, it is very developed in Asia and often leads to great successes. Here are a few food x cosmetics collabs that earned visibility and boosted sales.
Fenty Beauty x HeyTea
Rihanna’s beauty brand, Fenty Beauty, announced its collaboration with the popular Chinese tea shop HEYTEA for the promotion of its “Cheeks Out” Cream Blush. But instead of a product drop, which is common for limited editions, both brands decide to only reward dedicated fans via a lottery on Weibo. The product was originally released worldwide earlier this year; however, the new not-for-sale packaging offers a couple of additional freebies: make-up bag with both brands’ logos and a HEYTEA voucher inside. In order to enter the lottery, fans first needed to follow both brands’ Weibo accounts.
Perfect Diary x Oreo
Oreo, the world-famous black and white cookie company, collaborated with the Chinese beauty brand, Perfect Diary, producing two cushion compacts sporting the classic cookie print. Each set comes with two limited, seasonal Oreo flavors, namely Matcha Sakura and White Peach Oolong, and sold out the first day on JD.com. Oreo’s collaboration with Perfect Diary comes on the heels of their successful Supreme x Oreo red cookie edition.
Innisfree x Mentos
Korean cosmetics brand Innisfree has introduced a special edition beauty powder in collaboration with the mint candy brand Mentos. The product, a 5-gram translucent powder called No Sebum Mineral Powder Mentos, is packed in a colorful round case that resembles candy packaging and is available in six colors that are in line with the candy flavors. Similar with the beauty brand’s popular No Sebum Mineral Powder, the Mentos version can absorb sebum and control excessive oil on the face.
Monia MERABET
Aromatherapy is a trend to watch for the coming years in Asia as it will surely keep on growing and is in synch with many local aspirations of consumers.
The pandemic and climate crisis have made consumers more aware than ever of the relation between their surroundings and the environment they live in and the overall health of their skin.
Luxury houses keep on looking for new ways to reinvent themselves and stay attractive in a very competitive industry. Consumers are always expecting new, innovative products or campaign and major brands are very prolific in the area.
Inclusivity has been a key concern for many people over the last few years. In the beauty industry it has impacted product development but also organizational structures.