China dominates Asia-Pacific market in skin care

September 30, 2006

Skin care product makers spent US$3.38 billion on advertising in the Asia-Pacific region in the year to June, a report said yesterday.

Ad spending on skin care products was up 12 percent from the same period the year before, with much of the money spent in the Chinese market, Nielsen Media Research said.

Many Asian women bought skin care products to achieve a desired status symbol: a fairer complexion.

"A fair complexion is a symbol of status for many Asian women, while Australians and to a lesser extent New Zealanders, still prefer a tanned `healthier' complexion," Nielsen said.

China accounted for 82 percent of the top 60 ad spenders, and an estimated 70 percent of the US$3.38 billion spent on advertisements was committed to winning new customers in the world's most populous nation, it added.

Richard Basil-Jones, Asia-Pacific managing director at Nielsen Media Research, said skin care advertising appeared to be the most highly competitive sub-sector in the cosmetics and toiletries category.

More than 600 skin care products are tracked for their spending on advertisements across the region, Nielsen said. Usage of products also varied, it said.

Around 80 percent of New Zealanders preferred facial skin care items, while 74 percent of Indonesians preferred body skin care.

Facial cleansing products were No. 1 for 66 percent of Taiwanese and 61 percent of Singaporeans.

"Malaysians appear to be the least enamored to face skin care products," the report said.
This story has been viewed 392 times.

Source: http://www.taipeitimes.com/