How beauty is changing in China, Japan & South Korea

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When it comes to beauty, Asia is large, growing and innovating. Asian beauty consumers are leading the way in propagating beauty beliefs, habits, preferences, and products – and acting as trendsetters for the region and the world.

Increasingly, women across Asia are living through an accelerated evolution of their roles in society. This greater fluidity and choice enables a shift in mindset from ‘What is expected of me?’ to ‘What do I want to do and be?’ As the realities and lives of these women change, beauty brands want to know how the role of beauty is changing.

To capture the diversity and the commonalities across beauty consumers in China, South Korea and Japan, Ipsos conducted segmentation analysis using a visual metaphor elicitation technique.

Respondents were asked to react to a set of pictures, with each picture representing specific values or emotional benefits. They first scrolled through the images using an interface that resembled an Instagram feed. We requested respondents select up to five ...