<a href="http://cbxblog.com/wp-content/uploads/2010/02/Sandra_blog_thumb_nb-e1271783381536.jpg"><img class="size-full wp-image-595 alignnone" title="Sandra_blog_thumb_nb" src="/wp-content/uploads/2010/02/Sandra_blog_thumb_nb-e1271783381536.jpg" alt="" width="40" height="40" /></a> by S. Creamer
<img class="size-full wp-image-2947 alignnone" title="sandraMain2" src="/wp-content/uploads/2011/05/sandraMain2.jpg" alt="" width="500" height="274" />

How should American beauty companies approach the copious business opportunities that await them in Asia? What is the right mix of regional vs. global branding? These are just a few of the questions weighing heavily on marketers’ minds right now, and they will be broached at the <a href="http://www.hbaexpo.com/home" target="_blank">HBA Global Expo</a> – held June 28th to the 30th – during a session titled <a href="http://www.hbaexpo.com/international-track-04" target="_blank">China, Japan, Korea: East Asian Markets</a>. CBX will appear at this session along with a panel of other experts.
Beauty companies sell their products to help women achieve a dream appearance and lifestyle. (And of course, make money.) The way these companies go about doing so varies greatly from country to country and continent to continent, and depends on cultural norms. There’s no doubt that the East is influenced by the West, most notably by the fashion and entertainment industries (not surprisingly, we see this influence most strongly in Japan). But while consumers in Asia are turning more to plastic surgery, such as eyelid and breast enhancements, an analysis of recent beauty imagery of mass and prestige products in Asia shows the perceived aspirations around beauty are still very feminine and innocent. Take these visuals for example:

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<img class="size-full wp-image-2954 alignleft" title="Korea1" src="/wp-content/uploads/2011/05/Korea1.jpg" alt="" width="148" height="195" />

<img class="size-full wp-image-2955 alignleft" title="Korea2" src="/wp-content/uploads/2011/05/Korea2.jpg" alt="" width="148" height="195" />

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<img class="size-full wp-image-2953 alignleft" title="Korea" src="/wp-content/uploads/2011/05/Korea.jpg" alt="" width="80" height="56" />

KOREA: The image on the left shows innocence through little makeup and the bucolic setting. The image on the right shows a more empowered woman, who still has an innocent expression, but because the man is seductively close, she displays more power and confidence.

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<img class="size-full wp-image-2957 alignleft" title="China1" src="/wp-content/uploads/2011/05/China1.jpg" alt="" width="148" height="195" />

<img class="size-full wp-image-2958 alignleft" title="China2" src="/wp-content/uploads/2011/05/China2.jpg" alt="" width="148" height="195" />

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<img class="size-full wp-image-2956 alignleft" title="China" src="/wp-content/uploads/2011/05/China.jpg" alt="" width="80" height="56" />

CHINA: I liked these images because of the similar poses and the different effect. These photographs show a demure subject, each looking away from the camera. The one on the left is for a hair care brand, and the woman looks innocent and optimistic. The one on the right shows a mysterious glow around a beautiful and delicate woman. Both of these women convey different perspectives on virtue.

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<img class="size-full wp-image-2960 alignleft" title="Japan1" src="/wp-content/uploads/2011/05/Japan1.jpg" alt="" width="143" height="191" /><a href="http://cbxblog.com/wp-content/uploads/2011/05/japan21.jpg"><img class="alignleft size-full wp-image-2964" title="japan2" src="/wp-content/uploads/2011/05/japan21.jpg" alt="" width="146" height="191" /></a>

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<a href="http://cbxblog.com/wp-content/uploads/2011/05/Japan2.jpg"><img class="alignleft size-full wp-image-3001" title="Japan" src="/wp-content/uploads/2011/05/Japan2.jpg" alt="" width="80" height="56" /></a>JAPAN: Japan is an interesting (and slightly disturbing) example, because of the overtly girl-oriented image of beauty. On the one hand, a girl is the epitome of innocence, yet a woman dressed as a girl suggests playful fun to a woman and a fantasy for a man. In this case the ad is targeted at women, but perhaps the appeal to men is the reason the trend is so appealing. Interestingly enough, premium products haven’t made the move yet toward overt sexuality. Rather, there continues to be evidence of softness and delicateness.

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So while Western cultural influences, like more overt display of sexuality, are starting to influence beauty communication, but haven't taken a strong foothold yet. This is just one of the many considerations that beauty companies and ad agencies should keep in mind when targeting the Asian consumer market. ?