Science vs Nature: Beauty Culture in Indonesia, Japan, Malaysia and South Korea

Low Lai Chow

The article uses consumer research to investigate the nuances of local beauty culture in Indonesia, Japan, Malaysia and South Korea, and outlines why local brands are beating their international counterparts in Asia.

Science vs Nature: Beauty Culture in Indonesia, Japan, Malaysia and South Korea

Low Lai Chow

Asia is a diverse region with cultural nuances that vary across countries – and in few categories are these cultural differences more apparent than in beauty.

At the recent QUAL360 conference in Singapore, TapestryWorks managing partner Neil Gains revealed the findings of the consumer behaviour consultancy's recent research with Facebook to find out just how culture shapes the ideals and values of beauty across Indonesia, Japan, Malaysia and South Korea.

According to Derek Lee, Facebook's audience researcher of marketing science, about 70 million women in...

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