Beauty deconstructed: How Asian beauty brands can stay ahead in the crowded US market

Cecelia Girr, Skyler Hubler and Asai Meyer

Asian players are shifting American beauty standards with their innovative approach, attractive packaging and growing consumer base, say TBWA’s Cecelia Girr, Skyler Hubler and Asai Meyer.

In Asia, the art of fostering and maintaining healthy skin is learned from a young age. And “healthy” doesn’t just mean free from acne, scars or wrinkles. It means bouncy, glowing and clean – attributes that can only be achieved when you take care of your whole body.

This inside-out approach can be traced all the way back to traditional Chinese medicine, which teaches that your skin is a mirror of your body, meaning the healthier you are, the healthier your skin will be. This philosophy permeates Asian culture and manifests itself in:

  • Foods that cause “damp heat” (濕熱) in...

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