As Asian Americans continue to experience more discrimination, many beauty brands are trying to capitalize on that trend.
According to The New York Times, the cosmetics industry is the third-largest U.S. consumer spending segment.
These companies are trying their hand at creating products that look and feel more like Asian skin care products.
As an Asian American, it feels like it’s my body, said Shizuo Nippon, a 22-year-old student from China.
That’s why I think of cosmetics as an important part of my identity, she said.
“I feel like I can get the best product out of it,” said Shih Tse, who also wears makeup.
“But if there’s a brand that really is going to give me a different product, I’m going to come back.”
That means looking beyond the cosmetic realm.
Beauty Brands Want To Be More Black and Asian In 2018, beauty brands in China invested more than $50 billion in products in addition to advertising, according to a report from the Asia Foundation.
They also launched a new marketing campaign to reach Asian American women.
In 2019, China’s cosmetics market reached $843 billion, according the New York Post.
“Chinese cosmetics companies have long been looking for a platform for diversification and innovation in the Asian market,” said David S. Karp, executive vice president of Asian market development at L’Oréal Paris.
“With the growing popularity of cosmetics and skin care among the younger generation, brands are looking for ways to reach the next generation of consumers,” he added.
Some brands are even targeting the younger Asian market through social media and video.
According a 2017 report by the New America Foundation, Asian-American millennials are spending $10 billion more on cosmetics than their white counterparts.
But what are the trends in skin care?
Beauty Brands’ Future As Asian American Americans continue experiencing more discrimination in the beauty industry, some beauty brands want to create products that more closely resemble Asian skin.
But while some Asian-owned brands are making bold claims about how they want to reach this new market, others are sticking to their traditional strategies.
For example, Beauty Brands is using its $25 billion market share to create better beauty for people of color.
As Asian America continues to experience less discrimination, it’s important for brands to focus on creating products more like skin care.
That means diversifying their brands with products that make skin look and smell like the skin of Asian people.
“As we continue to see more and more Asian-Americans, especially those from lower socioeconomic status, struggle with everyday discrimination and stigma, there’s an opportunity for Asian-related brands to help them feel more comfortable with themselves,” said Karp.
“We need to embrace the beauty and lifestyle of Asian-people and encourage their creativity.”
And in 2018, the company launched a video campaign that will feature celebrities, including actors Channing Tatum and Kate Bosworth.
The campaign also includes an episode from the television show “Glee,” which includes actor Jason Lee as the new showrunner.
Beauty brands will be able to reach these audiences through videos and social media.
“The beauty industry has been looking at how to reach an increasingly diverse consumer base for a long time,” said Nippo Nippori, vice president for Asian marketing at L.A. Brands.
“This new video campaign is an example of how L.L.
Bean is taking the consumer experience and reaching out to new audiences.”
The video campaign features actors Chaning Tatum, Kate Bosford, Joonas Kekkonen, and Joona Kekkeri.
For more on Asian beauty, see the Fortune Video: Asian Beauty Trends, by the World Economic Forum.