Disruptions caused by the pandemic have had an effect on non-public care brands around the world, turning customer behavior, accelerating trends and presenting new challenges. In Asia, COVID-19 has pushed to “fast-forward” in the progress that deserves These adjustments are paving the way for brands around the world: Asia is not only a pioneer in the good-looking sector, but is further down the recovery curve than many other regions.
However, offline channels remain (in Thailand, offline traffic is still 19 times higher than online traffic) and this channel is recovering, albeit slowly.
In markets where e-commerce is more mature, where shoppers once used one or two platforms for their attractive purchases, the landscape is diversifying with other platforms that respond to other grocery shopping missions.
The immediate progression of e-commerce has expanded the success of small “long distance” brands and helped them gain ground. These come with local brands, which have stood out because they are ‘ready for e-commerce’, combined with their wishes of local consumers: 70% of the leading developing cosmetics brands in China are of national origin.