Worldwide, natural organic cosmetics are more and more important in the beauty sector and the growth is each year inevitable. In Asia, this natural cosmetic market is growing each year with more than 15%. The Asian consumer increasingly opt for natural cosmetics because of the various health risks (SARS, Avian Flu and scandals involving tainted food products).
In the Western countries, natural brands are mainly sold at perfumeries, drugstores and supermarkets. In Asia this distribution strategy is difficult. The Asian retailers have got little experience regarding natural and organic beauty products. Therefore, more and more Western beauty brands decide to open their own concept stores in Asia.
Not only are the concept stores a solution for the difficult distribution but also gives the brand the opportunity to inform and lecture the Asian consumer about natural and organic products. This is quit important due to the fact there are a lot of claims regarding 'green' products.
Brands which are already opening their own beauty stores are; the Australian brand Jurlique (35 stores), the French brand Melvita (15 stores) and the English brand Neal's Yard Remedies (15 stores).
Interested in more information regarding direct distribution in Asia? The Sustainable Cosmetics Summit in Asia will be held in Hongkong 11 and 12 November. Direct distribution will be an important topic at this Summit.
--
Denise (@Celeste_DVG)
Information: Organic Monitor
