Coming straight from Japan and South Korea, the layering trend has seduced many consumers around the world. But according to trend research company Euromonitor, it seems that long, tedious cosmetic routines are beginning to lose popularity in the APAC region in favour of multi-purpose products.
“Gone are the days when we thought perfect skin meant using countless products. We dutifully layered toners, serums and moisturisers, convinced that a 10-step routine was the only solution. Today, things are very different. Between busy schedules and professional obligations, it has become important for routines to be simple and effective,” explains Euromonitor.
According to the agency, 21% of consumers in the Asia-Pacific region are looking to simplify their lives, and 16% are prepared to spend more money on products that save them time.
Buy less, but better
Metro, work, sleep… for many, the days are long and busy. As a result, many consumers are looking to rationalise the time they spend in the bathroom.
They are increasingly attentive to the quality of the cosmetics they buy. They are looking for effectiveness and results. 32.1% of people in the Asia-Pacific region prefer to buy fewer but better quality products.
To optimise their routines, people are also turning to products with multiple benefits. “Some of the best examples in their category are moisturisers with incorporated FPS protection or lip oils that nourish and tint at the same time,” explains Euromonitor. “These products not only save valuable shelf space in the bathroom, …
