About Asian Consumer Intelligence

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2 About Asian Consumer Intelligence 2 We help provide inspiration to some important questions you might have.what is the business opportunity? How do we implement new strategies successfully? Data is meaningless without context. Asian Consumer Intelligence s ability to interpret analysis across multilateral culture gaps is invaluable when building a strategy that connects with people in vastly different Asian countries. We use a proven methodology connecting our clients to real-time intelligence through our proprietary trend platform, utilize a rigorous filtering toolkit called ISSA that examines the relevance of trends to business and tap into a diverse set of research methodologies including web scraping, social listening, machine learning, multimarket online quantitative consumer research as well as more hands on approaches such as ethnographic, design thinking, qualitative, country immersions, innovation workshops, and semiotic analysis to determine what s emergent and what can be leveraged to create new business value and future growth. Established in Tokyo in 2007, we relocated our HQ to Singapore in Our name reflects our philosophy; identifying change to provide future-proofed strategy to unlock new business opportunities with a strong focus on Asian markets.

3 Tools & Services 3 Asian Consumer Intelligence platform Custom Research Consultancy Speaking & presentations Content development Ai tools

4 4 Asian Consumer Intelligence platform Real time intelligence Mission ACI is a comprehensive intelligence service focused on Asian consumer, consumption and product behaviour that analyzes the why s and so what s to emergent shifts and trends, mainly within FMCG and related expenditure in the region. Objective By working proactively (opposed to reactively), we tangibly demonstrate our commitment to identifying new trends. It feeds our clients (and ourselves) with knowledge and provides a consolidated database of strategy, data and inspiration that grows each day. Output Our subscriber-only platform is updated daily with reports written by our skilled researchers who are based throughout AP. We follow our ISSA methodology with all reporting, and provide an assessment of new business opportunities that can be leveraged across a multitude of categories.

5 5 Custom Research Using consumer insight to make informed decisions Mission We commence all research with the belief consumers don t really know what they want and that includes us to ensure a fresh perspective without any bias. We then apply our foresight to formulate post-analysis that goes above and beyond typical table and chart deliverables. Objective Research is a time consuming and usually expensive endeavor that we believe should come with added value. Recommendations, strategic insight and future trends are often part of our service, elevating even the most simple market research report into useful analysis. Output Our research methodologies span the gamut from quant to quali, ethnographic to social listening because every client is unique and every project needs a customized approach. All work is decoded using our ISSA toolkit, ensuring we apply a rigorous filter to results.

6 Our trend platform asianconsumerintelligence.com 6 The Asian Consumer Intelligence platform uses four tools to understand change in consumer shifts and product innovations. Meta & Micro Trends, Product Leaders and Intelligence

7 Our methodologies 7 Traditional consumer research Researcher & Expert network Ai tools

8 8 Differentiating the New Alphabet of Asian Beauty

9 The New Alphabet 9 J! K! C! J-beauty K-beauty C-beauty What are the key similarities and differences to J, K & C beauty? Do these countries have specific nuances that define their beauty? What are general consumer perceptions within Asia of these beauty categories? How can brands leverage these Made in propositions?

10 10 J, K & C! Perceptions Consumer Attitudes Demographics It all depends on your age and your gender. Over 40, under 40. Women versus men. Expenditure Consumer expectations around price. Where the product was made often dictates quality perception in AP. Purpose Personal care products fulfill different needs - and price dictates usage requirements.

11 But first, some history 11 J! K! C! J-beauty K-beauty C-beauty Shiseido enters Taiwan, Singapore & HK Amorepacific expands into China Herborist by Jahwa established. Opens Paris store in 2015 The phrase K- beauty starts to emerge Thaad issue > K- beauty s dip

12 J, K & C! Image Chinese consumer attitudes K-beauty Korea has developed a consumer reputation for being innovative, fashionable and on point when it comes to trends. When consumers think Seoul, they associate it with relevance to pop culture. This is relevant to colour cosmetics. J-beauty Japan is continuously associated with quality. When consumers think about Japan, they take cultural cues from tradition and associate this with longevity. This is particularly important when skincare is involved. Shared ownership to culture. C-beauty Chinese products are associated with locally made and thus more affordable. Daily personal care essentials benefit from this image but increasingly there is an image tilt to scientific botanical and culturally relevant. 12

13 13 J, K & C! Image Chinese consumer attitudes Source: social listening, consumer attitudes, Ai tools J Efficacy Quality K Trends Affordability Relatable Cultural Relevance C!

14 14 J, K & C! More history! Foresight in action Future Proofing In 2014, we predicted how Korean, Japanese and Chinese beauty brands could differentiate in the future in a Meta Trend called Naturally Engineered.

15 15 Visualise Using product leaders to tell the story Product Leaders Asian Consumer Intelligence uses a regional product launch to tell a bigger story on consumer, consumption or product trends. Here China represents marketing innovations, Korea, a cute and appealing facial mask and Japan; the sweet spot between skincare and cosmetics.

16 C! Visualise Using product leaders to tell the story China Chinese beauty manufacturer Perfect Diary has certainly perfected its marketing tactics, selling over

16 16 C! Visualise Using product leaders to tell the story China Chinese beauty manufacturer Perfect Diary has certainly perfected its marketing tactics, selling over 100,000 units (and counting) of its lipstick launch in just a week prior to actual launch date. This is due in part to a new strategy related to its spokes models.

17 C! Visualise Using product leaders to tell the story China

along with herbal ingredients to create its skincare and

modern technology, an omnipresent tactic that now

17 17 C! Visualise Using product leaders to tell the story China Chinese beauty brand Tu Jia Xi Ni Fang utilizes TCM principles along with herbal ingredients to create its skincare and cosmetic products to fuse traditional Chinese remedies with modern technology, an omnipresent tactic that now differentiates local Chinese beauty brands from their international counterparts.

18 K! Visualise Using product leaders to

C, under endorsement by digital influencer

18 18 K! Visualise Using product leaders to tell the story Korea Korean beauty manufacturer VT Cosmetics has collaborated with newly launched cosmetics brand Peach C, under endorsement by digital influencer Haneul to create a line of whimsical facial sheet masks.

19 19 J! Visualise Using product leaders to tell the story Japan Kanebo has released a cosmetic product that bridges the textural gap between make-up and skincare.

20 C! 20 Marketing The brand promotes itself as the one product a girl needs to carry her through the night - the equivalent of the LBD. Uses trendy celebrity Zhu Zhengting as spokesperson, appealing to fans teens to early 20s. Sleek and chic packaging, semiotic cues: diamond. KEYWORD 2 01 Perfect Diary Black Diamond Lipstick

21 C! 21 Formulation The lipstick finishes semi-matte, retaining enough gloss to give it a light sheen like a diamond. The lipstick promises to be moisturising, containing flower oil extracts amongst other nutrients. It comes in a wide range of 12 colours. 01 Perfect Diary Black Diamond Lipstick

22 C! 22 Price and Target Audience At 159Yuan, (~30USD) it places itself into the mid-range for cosmetics. Given that its target audience are those who are confident, young women seeking fun, the price point fits in well with the image of the brand. 01 Perfect Diary Black Diamond Lipstick

23 K! 23 Marketing Packaged in a chic black case with animal skin prints, the lipstick is marketed as bold, bright and saturated, perfect for the woman who is not afraid to stand out. The image matches the modern day independent woman; functional, elegant and sassy. The brand uses actress Gianna Jun, who has an effortless and timeless beauty. KEYWORD 2 02 HERA Rouge Holic Lipstick

24 K! 24 Formulation The lipstick promises highly pigmented payoff with a stable glide-on technology that allows the colour to smoothly coat the lips, leaving it comfortable without any caking. It is available in 22 colours. 02 HERA Rouge Holic Lipstick

25 K! 25 Price and Target Audience Priced at 38SGD, it leans towards the mid to high-end price point. HERA sells mostly via department stores globally. This places it in prime position to target shoppers that err towards brands and are willing to spend on beauty. 02 HERA Rouge Holic Lipstick

26 J! 26 Marketing The brand keeps its claim simple - it delivers pigmented colour in a formulation as comfortable as a balm but as matte as powder. Dancer Sonoya Mizuno promotes the product, not the usual actress or singer. This helps position the lipstick as glamorous and functional, appealing to the sensibilities of the practical Japanese woman. 03 SHISEIDO Modern Matte Lipstick

27 J! 27 Formulation The lipstick contains oils and moisturising agents that make it as comfortable as a balm, but its patent technology turns it into powder as soon as it makes contact with the lip. The pigments are spherical in shape, creating a blurring effect for imperfections such as lines on the lips. 03 SHISEIDO Modern Matte Lipstick

28 J! 28 Price and Target Audience 46SGD is considered a fair price for a high-end or professional makeup brand. The brand has a longstanding reputation which contributes to consumers perception that the price is appropriate. The target audience of working women can afford this price point. 03 SHISEIDO Modern Matte Lipstick

The looks 29 Chinese look for products that fit into their standard of beauty - elfish features such as a sharp

They are willing to be experimental and indulge in all sorts of outrageous products as long as they claim to

Details matter; long baths to allow steam to cleanse the pores, etc.

29 The looks 29 Chinese look for products that fit into their standard of beauty - elfish features such as a sharp chin and huge eyes. They are willing to be experimental and indulge in all sorts of outrageous products as long as they claim to deliver. Japanese beauty focuses on extensive treatment of the skin, before a slight hand of makeup. Details matter; long baths to allow steam to cleanse the pores, etc. The Japanese embrace quirks, producing a relatable vibe. Korean beauty is classified as trendy. It is whatever is hot right now, be it a natural or a more sultry look. There is always a muse or the most popular starlet of the day, and looks are developed around her.

30 Summarizing the Alphabet 30 J! K! C! - Long game - Skincare focused - Girl next door - Everything starts with moisture - Calvin Klein of beauty; technical yet classic -Short term trends -Total beauty -High fashion -Everything starts with spotting a gap -H&M of beauty: fast beauty -Day to day beauty -Aspirational -Marketing savvy combined with cultural relevance -Benetton of beauty; elevated basics

31 31 THANK YOU Asianconsumerintelligence.com Fivebyfifty.com Direct enquiries:

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