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Today’s rapidly digitizing society holds unique opportunities for beauty brands, says Canadean

03 November 2016

The dynamic nature of today’s digital environment is reshaping the beauty landscape, impacting consumer behavior, beauty rituals, and innovations. These themes will be explored in greater detail during Canadean’s presentation “Targeting consumers in today’s digital era”, which will be delivered at InCosmetics Asia.

An example of evolving behavior that has spawned from this changing environment is the expansion of traditional social exchanges. These are no longer confined to physical interaction, and this can be attributed to the combination of social media and enhanced mobile technologies such as smartphones and tablets. Consumers can socialize at any time via mobile platforms.

                                            I Stock _81362183_Cosmetics Selfie

Jamie Mills, Analyst at Canadean, explains: “Posting selfies online or sending images is increasingly commonplace in consumer routines today, even replacing text messages for some. Due to these spontaneous social interactions, the need to be 'photo-ready' is becoming essential for digitized individuals.”

According to Canadean’s research, approximately three in five consumers in Asia-Pacific say they are conscious of their appearance in photos and images.

Mills adds: “This creates unique opportunities for beauty brands. For example, one of the defining characteristics of image-based social media platforms such as Instagram is that consumers are able to edit and enhance their appearance electronically by the use of filters. Beauty brands can capitalize on familiarity with such programs and their association with image enhancement to create a unique positioning.”

An example of this is Becca’s Backlighting Primer, which is available in Hong Kong, and acts as an instant filter to create a “soft-focused radiance” and glowing appearance.

  • Canadean will be presenting “Targeting consumers in today’s digital era” in the Marketing Trends Theatre on Wednesday 9th November at InCosmetics Asia

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Editor’s notes

- Comments provided by Jamie Mills, Analyst at Canadean.

- All information correct at time of publication and based on Canadean's research methodology.

For more information

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 161 359 5822 or email

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