The beauty of innovation: How Asian beauty brands can grow in post-pandemic Europe

Michael Chadwick

Asian beauty brands have made inroads into European markets long dominated by French brands and Cheil UK’s Michael Chadwick says they are well-placed to continue growing on the continent by leveraging on their strength in innovation and status as global tastemaker.

Why it matters

COVID-19 disrupted the rise of beauty brands, but, amid easing restrictions, post-pandemic opportunities exist for Asian beauty brands to continue growing in Europe again. With their strengths in innovation, Asian beauty brands are well-placed to re-frame the role beauty products play and deliver products and services to consumers’ new needs and habits.

Takeaways

  • The strength of Asian beauty brands lies in being a key source of global beauty product innovations and trends.
  • Asian beauty brands can be successful in Europe if they can replicate their innovative digital shopping experiences.
  • Asian brands can package beauty with culture, music...

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