1. Understanding Asian Trends through
NeedScope
©TNS 2012

2. In the fast developing Asian markets, now more than
ever, brands need emotion to grow
 Products are more easily duplicated –
emotion is key to differentiate
 Mature markets represent little growth – need
to think about new categories and peripherals
 Ability to cross borders – successful brands
leverage human feelings and needs has the
ability to leverage across cultures and
geographies
 Current economic climate – need a strategy
that is sustainable and beyond price
competition
©TNS 2012 2

3. Through NeedScope – access to consumers needs that
are culturally specific
CONSUMER NEEDS
Functional needs
Carefree Dynamic
Identity needs
Emotive needs Friendly Assertive
Symbology
Caring Competent
Social values
Product features
BRAND IMAGE
©TNS 2012 3

4. Trends in the Asian markets – an observation in the
beauty and luxury categories
01 02 03
Brands tapping into Process Innovation How digital changes
the Asian values for brands consumer brand decision
making
©TNS 2012 4

5. Trends in the Asian markets – an observation in the
beauty and luxury categories
01 02 03
Brands tapping into Process Innovation How digital changes
the Asian values for brands consumer brand decision
making
©TNS 2012 5

6. In the Western cultures, beauty is about enhancement
It is about moving up
the scale and;
Solving problem
©TNS 2012 6

7. Brand communications indicate products and brands
as hero
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8. In Asia, beauty is the starting point…
It is about restoring
and preserving one’s
inborn beauty and
bringing out the
innate beauty within
you
©TNS 2012 8

9. Brands communications want to align with the Asian
values and meeting culturally specific needs of Asian
consumers
It is not just about Leveraging culture Natural takes on a
the credibility of a and making it real different meanings
single SKU but an to consumers in Asia
alignment between
consumer values
and brand
philosophy
©TNS 2012 9

10. From products to lifestyle
It is not just about
the credibility of a
single SKU but an
alignment between
consumer values Fancl kiosk in Tokyo
and brand selling health drinks
philosophy at train stations
Offers protein diet
and other oral
health products as a
total package to
beauty
©TNS 2012 10

11. More recently, Estee Lauder launches Osaio – a brand
inspired by Chinese medicine with a diagnostic approach
It is not just about “This proprietary diagnostic approach
the credibility of a accounts for influencing factors both
single SKU but an inside the skin and on its surface.
alignment between
consumer values Inspired by both Chinese medicine
and brand and Western dermatology, the Osiao
philosophy
Diagnostic Method measures a range
of parameters related to a woman’s
life, health and beauty, including
age, lifestyle, environment,
stress, fatigue, body condition,
skin condition, exercise and
diet.”
http://www.cosmeticsandtoiletries.com/networking/n
ews/company/173135461.html
©TNS 2012 11

12. Leverage of knowledge of cultural heritage of
ingredients that are well known and trusted by Asian
consumers
Sulwhasoo
Leveraging culture
– a Korean
and making it real brand
to consumers features a
story about
Ginseng as
an
ingredient
and takes
it across
borders to
markets
like China
©TNS 2012 12

13. Address the Asian focus on details and personal
experience
Leveraging culture Local stories
and making it real featuring real
to consumers consumers,
their experience
and feedback
Celebrity
personal usage
experience and
endorsement
©TNS 2012 13

14. The meanings of “natural” differs in Asia as in the West
Natural takes on a When Asian consumers talks about
different meanings “natural” – by that they do not mean that
in Asia they do not want to do anything about the
current state of affair, just that they do not
want others to note the amount of work and
efforts that are being put in….
“I enjoy compliment from others
saying my skin is naturally smooth “Korean ladies prefer natural and
and glowing. No one knows that I nude makeup, that drives the
have put my makeup on…” (Chengdu, popularity of BB cream …” (Mioggi
luxury skincare brand user, 30-35 Beauty Adviser)
y.o.)
©TNS 2012 14

15. “Natural” takes slightly different meanings…
Understated Reflective
Pure Beauty Mysterious
Style and
Intelligence Rare Beauty Simple and Basic sophistication
©TNS 2012 15

16. Trends in the Asian markets – an observation in the
beauty and luxury categories
01 02 03
Brands tapping into Process Innovation How digital changes
the Asian values for brands consumer brand decision
making
©TNS 2012 16

17. An example of Process Innovations
Innovation from Albion:
After cleansing, use
milky lotion first
(instead of watery lotion
or toner)
Albion claims this
stabilizes and softens
the skin, enabling
subsequent skincare
products to be absorbed
better
©TNS 2012 17

18. The marketing edge of understanding local cultures
and specific consumers needs
Look natural and beautiful
without showing the effort
Carefree Dynamic
Friendly Assertive
Caring Competent
Needs of being in control,
responsible for yourself
and the relevance of
process innovation
©TNS 2012 18

19. Process innovations, innovations base on more than
products
Recognized Consumers
consumers as an usability and details
active part of the focus
equation
©TNS 2012 19

20. Asian consumers believe that product efficacy has
everything to do with consumer sophistication
Recognized Personal log
consumers as an of usage and
active part of the feedback –
equation distributed by
brands and
created by self
Using the The right
right product way
or regimen
©TNS 2012 20

21. Include tools and applicators and consider user
experience in the process of innovations
Consumers
usability and details
focus
Brands feature applicators
and tools in their brochure
and communication
Visual guide on how
and how much to
use
©TNS 2012 21

22. “In Asia, beauty is all about the reach towards
an ideal through active involvement …..”
(Quote from Not Just a Pretty Face: The Cultural
Context of Beauty in Asia by Nazia Du Bois, O&M)
©TNS 2012 22

23. Trends in the Asian markets – an observation in the
beauty and luxury categories
01 02 03
Brands tapping into Process Innovation How digital changes
the Asian values for brands consumer brand decision
making
©TNS 2012 23

24. Digital is ingrained in the
urban lifestyle of most
Asian consumers
And the way to reach out
to consumers is getting
more complex
©TNS 2012 24

25. Digital consumers in Asia are spending the most time
online compared with ROW
Hours per week on Internet for Leisure
20.7
19.0 17.8 16.8 16.1 15.3 14.9
Asia Pacific North America South/East Middle East & North/West Sub-Suharan Latin America
Europe North Africa Europe Africa
Source: Digital Life 2011
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26. Managing the way consumers experience the brand
WOM takes on a Virtual brand It is not just online
much wider experience is but mobile online
meaning possible and likely
geographically – as to influence brand
far as language and choice and
comprehension purchase decision
permits
©TNS 2012 26

27. Cross fertilization across markets – imply media
strategy that crosses borders
Increasing cross-culture and
cross-country influences due
to accessibility of online
media
Example of how 牛爾老師
(Teacher Niuer), beauty
expert in Taiwan, reach out
to China audience via
online forums
©TNS 2012 27

28. Virtual brand experience influence purchase
Reading and
discussing about the
brand – comments
from consumer in
Jiangsu province of
China
BBS forum 閨蜜網
In big market like China, http://product.kimiss.c
om/product/43396 Stock up and buy once
not all consumers have the
have the chance to travel
benefits of first hands
to major cities or abroad
brand experience
©TNS 2012 28

29. Rapid adoption of accessing the internet on mobile
devices is driving digital in Asia
% who use mobile internet weekly
61
52
36
22
11
Global China Developed Asia Emerging Asia India
Source: Mobile Life 2012
©TNS 2012 29

30. +70% of internet users in China use mobile phone for
access
3.88 million of users access internet via mobile phone
©TNS 2012 30

31. Banks is one of the leading industries in mobile apps
development
©TNS 2012 31

32. Frequency of accessing these fashion mobile sites are
daily among users
©TNS 2012 32

33. Marketing content needs to be optimized for mobile
internet
Estee Lauder US Estee Lauder Clinique Mobile
Mobile Site China Site Application
Mobile friendly but only caters Chinese website on mobile Application available in 6
to the US market products. phone not optimized. Not as languages, including Chinese.
Not available in Chinese. easy to navigate the site. Content is all localized.
©TNS 2012

34. Trends in the Asian markets – opportunities to build
consistent brands, communicate locally and keeping it
fresh
01 02
Brands tapping into the Process Innovation
03
How digital changes
consumer brand
Asian values for brands decision making
To engage Asian Think process Leverage digital and
consumers at brand innovation and user mobile media as brand
philosophy level experience as ambassadors and
platform for increase brand visibility
To align with Asian innovation
consumer values in
brand communications
©TNS 2012 34

35. THANK YOU
Contact: Louise.Fu@tnsglobal.com
www.tnsglobal.com
©TNS 2012