Asia's younger generation is being targeted by growing exposure to Western culture and technology. GlobaData explained in their most recent data study that local beauty and grooming brands are increasingly targeting young image-conscious consumers in this part of the world. In particular, those who are using their appearance as a means of expressing their personal beliefs and identity. The consumer survey from the fourth quarter last year revealed more than 80 percent of Asia's consumers aged between 18 and 34 claimed their looks and appearance, in general, were important or very important to them.
"Playing an important part in driving image awareness and consumers’ desires to take ownership of their appearance and identity can be put down to the growing exposure to Western culture and technology," said Iliyana Mesheva, GlobaData's consumer market analyst. "As a result, more consumers are looking for brands that can help them reclaim ownership of their identity and break free from past conformities i.e., shift in preference towards products that enable them to express their true selves, despite their social or gender status."
The research also found that a huge majority of mainland Chinese consumers will remain faithful to traditional Chinese values, but the modern Chinese consumer is experiencing a paradox in an attempt to express lifestyle values within the conflicting demands of individualism and conformity. South Korea is used as another example from the data found where consumers are expressing their individuality by using products to show their uniqueness and authenticity.
"This trend of ‘image consciousness’ has traditionally been linked to the personal care category, as products are often bought out of the desire to impress others; recently, however, it has started manifesting itself in other categories such as baby care and food."