How to Conquer Southeast Asian Consumers?

According to Lazada’s consumer research at the end of March, 58% of respondents will increase spending on health and beauty. As people return to collective life such as companies and schools, the demand for beauty and skin care for wearing masks continues to grow. In addition, consumers begin to re-examine the methods of health care and personal care. Health will continue to be the core consumption theme.

In 2022, Southeast Asian consumers’ awareness of hygiene protection, healthy living and green environmental protection will increase significantly, which will deeply affect their shopping behavior. According to the Euromonitor Passport report, under the new normal, the beauty and skin care habits and consumption of Southeast Asian users will show three new trends in 2022.

In 2022, eye makeup products are more popular, and the demand for eye makeup tools continues to rise. On the one hand, wearing masks for a long time allows users to shift the focus of makeup to the eyes; Common problems of early and old age, shaping a personal image or satisfying a sense of ritual, different consumers combine eye makeup with their own habits and images, and daily consumables such as false eyelashes, eyeliner, eye shadow and double eyelid stickers have driven strong consumer demand.

The scale of the beauty tool market is increasing, and consumer demand is also increasing. From 2022 to 2026, the global beauty market will grow at a compound annual growth rate of 5.8% (360researchreports), and is expected to reach US$3.074 billion. On the day of Lazada’s birthday promotion, the first 12 hours of the Malaysia, Singapore, Vietnam and Thailand sites all reached 200% of last year’s 3.27 day.

At a time when aesthetic dividends and the lazy economy prevail, Southeast Asian consumers pursue delicate and delicate makeup, convenient makeup procedures and the ultimate skin care experience. Therefore, they also have high requirements for the use and selection of beauty/makeup tools. In addition to pursuing the use value of the product itself, consumers pay attention to diversified and high-level needs, such as design and aesthetics. Many awakened makeup tool brands have also taken the lead in improving the performance of makeup tool products and innovating their appearance.

What we do best has always been eye makeup. We have multi-color eye shadows, both in palettes and liquid color-changing eye shadows, and color-changing eye shadows have always been the most popular with our customers. Liquid eyeliner is also an everyday makeup essential.
When developing these products, we consider the combination of fashion and practicality. Topfeel Beauty believe that if we can satisfy consumers in Southeast Asia, we will take it to the next level.