Shopping Events, Holidays and Travel: Asian Beauty Shoppers’ Occasion-based Purchases

August 2024

Beauty and personal care is a highly seasonal industry. In Asia Pacific, over 30% of 2023's online sales were generated in Q4, as consumers strategically wait for special prices during shopping events, holidays and travel. However, with intensified e-commerce competition, discounts have become commonplace. The potential of occasional purchases now goes beyond just lower prices - brands should leverage these moments to embed their values into celebrations and create memorable experiences for cons

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Key findings

How can shopping day events stay as a sustainable strategy for beauty brands?

With dazzling shopping day events over the year, consumers wisely allocate budgets and hunt for real discounts. For beauty brands, not being dragged into low-price competition, but utilising shopping day events to cultivate brand loyalty is key.

How to integrate beauty products into holiday spirits?

Holidays are peak seasons for gift-giving and dressing-up, leading to a spike in beauty product sales. In Asia, brands should properly celebrate cultural heritage in the market and grasp right timings to launch products and offer discounts.

What are future growth areas of travel spending on beauty?

Travel shopping remains relevant despite shifting traveller behaviourto seek out experiences. The big purchase power of travel retail, Chinese tourists, are switching away from international shopping travel. The future of travel shopping patterns will change from “buy products” to “buy experiences” to complement overall travel experiences.

What is the future of occasion-based purchases?

As e-commerce competition intensifies, discounts have become commonplace to consumers. The potential of occasion-based purchases now extends beyond just offering lower prices. Brands should seize these special moments to weave their brand values into celebrations and create memorable experiences for consumers.

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Why read this report?
Key findings
Beauty consumers reserve spending for discounts and enjoyment during special occasions
For the beauty industry, Q4 shopping season delivers disproportionate share of sales in Asia
Special occasions for beauty shoppers
Consumers are getting rational amidst the dazzling array of online shopping day events.
Precisely target your customers: Who are the beauty product deal hunters?
Genuine discount remains the primary factor triggering consumers to spend on shopping day
Olive Young: Quarterly sale to train consumers to consistently visit and purchase
In China, Tmall’s market position is at risk as consumers have been lukewarm about 11.11.
Tmall simplifies discount gimmicks during 6.18 shopping day to clear consumers’ frustrations
Brands should avoid over-reliance on sales from shopping events
During holidays, gift-giving and getting ready for gatherings dominate consumer spending
Self-rewarding and gift-giving as prominent trends among Millennials and Gen Zs
Exclusivity, price lining and elevated experience help brands to win in gifting shopping
Holiday-inspired make-up drives colour cosmetics consumption in different cultures
Beyond packaging designs, brands can further diversify holiday spirit integration
Shopping remains as an integral part of a traveller’s journey
China strategy transformation and explore diversification to emerging markets
T ravellers seek immersive unique shopping experience into local culture
Transform customer journey and embed brand experience across traveller journey touchpoints
Amorepacific : Integrating brand presence before in-destination effectively recruits tourists
Combine experience with products is key to win experiential-driven travellers’ hearts
Recommendations for maximising sales impact during occasion-based beauty shopping
Evolution of occasion-based shopping
Questions we are asking

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.

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