It won’t be a surprise if I tell you that the beauty industry has now made use of the digital age in their great advantage. This multi-billion-dollar industry has utilized social media as their way of advertising products. This marketing strategy has widely brought itself to Southeast Asia.
“It’s not a stretch to say that Instagram and YouTube have become key marketing and sales channels,” Oslo-founded Meltwater said.
Meltwater had gathered statistics from July to December of 2018 in four specific Southeast Asian countries, namely: Singapore, Indonesia, Malaysia, and the Philippines.
This report stated that “nearly 39% and 49% of the market in the mass and premium categories” are dominated by Estée Lauder Companies, Unilever, and L’Oréal. However, online activity revolves around East Asian countries such as Japan and Korea that accounts for 58.7% and 21.9% online, respectively.
“This is a departure from the last decade when K-Beauty successfully cracked the global beauty market,” it said. It continued with, “Much of this growth can be attributed to the rise in foreign tourists [going] to Japan and consequent exposure of popular products through social media,”
On the specificity of beauty products, Meltwater noted that lip products were most talked about on social media, followed by face products, eye products, and lastly cheek products.
“It’s safe to conclude that Southeast Asian consumers consider lipstick the most important beauty product to achieve their desired look,” the report said.
It also showed on which social media platforms do influencers mostly reach out to their audience. Both in Philippines and Singapore,
Instagram is the largest platform with 78.7% and 94.6%, respectively. Whereas, Twitter and YouTube take up the rest of the numbers.
“Across Southeast Asia, consumers are expanding the use of social media beyond Facebook by embracing visual ways of expressing themselves,” Meltwater said.