What is beauty in Asia? Why is looking good important? How are Asian aesthetics changing? And what is influencing those changes?

1. Beauty
Asia:
10 Insights
into Asian
aesthetics

2. Asia 5
Bringing you a flavour of business
trends in Asia...in just 5 minutes
A Futures Coaching initiative
www.futurescoaching.com

3. beauty matters
For women across much of Asia, education and employment
is taking over from marriage as a means to upward mobility
However, women's social position is often still judged on
outward appearances: beauty, the colour of their skin and
being dressed richly
A lighter skin colouring is perceived to be correlated with
intelligence and a light-skinned, attractive person will
often receive advancement before his or her colleagues

4. defining beauty
Philippine National Artist, Fernando
Amorsolo rejects western ideals of
beauty. He describes Filipina beauty:
“a rounded face (not oval), the eyes
should be exceptionally lively (not
dreamy), the nose should be of the blunt
form but firm and strongly marked. The
ideal beauty should not necessarily be
white complexioned, but of the clear skin
or fresh colored type which we often
witness when we met a blushing girl."

5. nip and tuck
After America and Brazil, China performs the most cosmetic
surgery in the World
About 1.3million licensed procedures undertaken in 2010
Most popular: double eyelid surgery, liposuction & nose jobs
Most patients are in their 20s

6. more than skin deep
Dr Georgia Lee is a skin doctor for the well heeled. Asked about
beauty, of course she says it's about 'glowing skin and good
physique' but she also defines it as:
“being happy, [and having] charisma and class...the individual
uniqueness”

7. pretty boys
A traditional – but
growing East Asian
aesthetic - is the
androgenous male.
Called 'bishōnen' in
Japan and kkot-mi-nam
in South Korea, these
boys/men are typically
slender, with clear skin,
stylish hair, and
distinctly feminine
facial features (such as
high cheekbones)

8. bikini facials
Many Asian women are wanting to wear the skimpiest
swimsuits
To avoid any self-consciousness, 'bikini facials' are
recommended!
Cleansing is followed by
exfoliation, moisturizing
– and, of course, skin lightening
products
(Incidentally, foot whitening
products are also available)

9. hard work
Being beautiful is hard work. Actress
Ayu Pratiwi won the title Putri
Indonesia Pariwisata in a beauty
pageant contest in 2009
For her, maintaining beauty is all
about frequent massages, hair
treatments, dance workouts, eating
nutitional foods, vitamin supplements,
and getting enough sleep.
And, of course, frequent shopping
trips to Singapore & Hong Kong for
'must have' fashion

10. beacon bloggers
There is something pioneering about Asian aesthetics – as if it's
all to be discovered and defined
Not true, of course. Modernity blends with tradition. But you
have to admire the optimism and energy of a wave of bogging
Indonesia's
fashionistaseconomy
is strongly
influenced by
the government
Over 164 enterprises are run by the State
and the prices of many basic products
such as rice, electricity and fuel
are administered by thehits per month
Bryanboy gets 1 million government

11. freedom
The West, often talks about 'fashion victims'
and the tyranny of the catwalk
The modern Asian aesthetic is almost the opposite.
It's about making a statement about ones autonomy;
a gesture of personal defiance in the face of domestic obligations
“Kleting displayed her latest work at
Jakarta Fashion Week,
showcasing a complete dynamic
and sporty look, using vibrant color
schemes like fuchsia, orange, lime
green and shocking pink.
The latest KLÉ pieces definitely
showcased the spirit of fun yet
fearless women”.

12. snap it up
Facebook's purchase of Instagram makes all the headlines
But one of the big stories is how Instagram is increasingly a 'style catalogue'
for many young Asians. What's the newest 'cut away' hairstyle? Skinny
trousers tucked into socks or not? What brand of lipstick do you use?
This is fast fashion, social media style

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14. What is Futures Coaching up to
during June 2012?
Preparing to present a Key Note for NGO Fundraisers in
Geneva
Pitching to build an international development strategy
for a major European agency
Delivering insights around 'community' and what it will
mean in the future for a British bank
Developing proposals to lead two major studies in Asia
Pitching book ideas to Pearson
Scripting my first videoblog

15. LONDON • PARIS
Website: www.futurescoaching.com
Blog: http://futurescoaching.typepad.com
Email: chris@futurescoaching.com