BE AUT Y
By thinking local, brands can capture growth in newer,
| BY LISA DOYLE
As the economy continues to globalize, so does the beauty and personal care market. Rising urbanization and incomes, increased access to the internet and social media, and other factors are reshaping purchasing habits across virtually every corner of the globe.
“All emerging regions have been growing quickly these last few
years,” explained Isabel Martins, international marketing manager,
emerging and export markets, at Clarins Group. “Consumer demand in
beauty is growing strongly thanks to dynamic economic development
and rising disposable incomes.”
While cultural identities must be taken into account in every market,
one thing remains the same: responding to the needs and trends of
the region is of the utmost importance. According to our experts, here
are some of the key elements to watch as these regions’ market growth
continues to accelerate.