How brands, big and small, are appealing to consumers’ emotions

Overcoming fears

Consumers throughout Asia are adopting conservative spending habits that are subsequently impacting product, positioning and price.

Fears about the harmful effects of the environment and financial protection through digital security are current concerns in Asia-Pacific (APAC) and particularly China, according to Mintel’s Consumer Spending Priorities China 2017.

As natural and organic labelling continues to be an important requirement for consumers, Delon Wang, Trends Manager at Asia Pacific at Mintel, highlighted how formulations are exploring how “edible and natural components the likes of trees, grains, and flowers, would seem to be safer options from a consumer’s perspective” and ease their concerns about health and safety.

Sharpening the senses 

The brick-and-mortar shopping experience is having a revamp, with the evolved trip to a cosmetics and beauty store appealing to all senses. 

Shiseido-owned prestige brand, Clé de Peau Beauté, teamed up with an established name in the architectural design world, Tsuyoshi Tane, to form the design concept “brilliant cell” to produce a light space for all five senses. 

To remain contemporary and reflect Clé de Peau Beauté’s new product developments, advertising campaigns and seasonal highlights, the store in the new Ginza Six shopping centre in Tokyo, Japan, will adjust its lighting, music and displays to transform the look and the feel of the shop.

Childhood memories

Cartoons, animals and pop culture all packaged in creative designs have become synonymous with South Korean-born K-beauty. Now, Japan is replicating the nation’s success by building upon the success of its domestic favourite, Pokemon, which has now been revitalised and has broadened its consumer market by the release of Pokemon Go in 2016.

Lifestyle company, Its’Demo, has paired the appeal of the game and its main character Pikachu with a wide cosmetics range that is designed to appeal to the nostalgia of the Millennial beauty wearer. 

Best of both 

As the digital environment and social media become an ever increasing way for brands to connect and engage with consumers, marketers are turning their strategies towards social media-focused campaigns that encourage curiosity, intrigue and sharing.

Estee Lauder and DFS, for example, launched their month-long #beautyallnight push in May via WeChat to encourage users to experiment with their beauty look based on whether they were opting for a ‘staying in’ or ‘going out’ effect. Using facial recognition technology, consumers could see the visual impact of their selection quickly and easily, without having to physically apply the products.