Generation Z sympathizes with “diversity of beauty” from Asian beauty brands

The SDGs are becoming more and more non-negligible in the global beauty industry. Above all, environmentally friendly “sustainability” initiatives have become the key to brand success.

Furthermore, against the background of the racial diversity of Generation Z, which drives the trend in the United States, we have recently taken on the challenge of solving problems regarding diversity and inclusion, including “interracial equality” and “women’s empowerment.” Brands are becoming more prominent.

Especially in the United States, where hate crimes to Asian residents have not passed due to the influence of COVID-19, AAPI (Asian Americans and Pacific Islanders) due to heightened awareness of racial issues. The founders of beauty brands with this background are attracting attention by disseminating information on solving social issues.

What kind of action can attract customers while the word “purpose branding” is being called out as social responsibility and the significance of the company’s existence are questioned?

This time, we will introduce the measures centered on the beauty brands of “Asian founders” that are attracting attention in the United States.

Cut off the “longing for stiff beauty”

The clean beauty brand “Cocokind” is a brand launched by Taiwanese-American Priscilla Tsai in 2015 with a world view of “self-acceptance”.

She develops products inspired by Asian skin care routines that she learned from her mother.

“We launched Cocokind to change the status quo of the beauty industry and break the cycle of being trapped in’a longing for stiff beauty’,” Tsai said on the official website, advocating certain beauty standards. The fact that it deviates from that standard raises questions about the way marketing should be, which incites the complex as “lacking beauty.”

From Instagram communication that praises healthy beauty by appointing people from various backgrounds, and from the attitude of keeping the price range of “around $ 20” while maintaining high quality, “all We want you to deliver appropriate skin care to people and enjoy your own beauty. “

In addition, we actively provide subsidies to female entrepreneurs in the wellness industry who advocate sustainability, and support “women’s empowerment” and “employment.” The number of fans who sympathize with this brand’s attitude has increased, and Instagram boasts more than 300,000 followers, and has now grown to the point where products are lined up in the targets of major supermarkets and Whole Foods.

Breaking away from the stereotypes of beach culture

The other is “Tower 28,” a clean cosmetics brand from Los Angeles launched by Chinese-American Amy Liu.

Developing products inspired by LA beach culture. Cream cheeks and lip glosses, which are vegan and have good color development while being mild, are gaining popularity mainly among Gen Z generations.

Since its launch in 2019, it has gained tremendous support from beauty influencers and beauty media, and has grown into a cosmetics brand that is also popular at the major cosmetics specialty store “Sephora.”

What I would like to pay attention to in the brand story of “Tower 28” is to break away from the stereotype of beach culture that has been drawn in advertisements. When you visit the homepage, you will see videos of models of various races enjoying on the beach.

Liu has been influenced by the culture of visiting the beaches of LA since he was young. In an interview with the American beauty media “allure,” he said:

“I want to realize representation (a state where diversity is properly expressed) by making it a brand where anyone can find their place. It is an image that people of various backgrounds enjoy the beach. “

On Instagram, there is a post with a photo of four different women with the message, “Write your favorite items in the comments and make new friends here!”. This post has more than 90 comments from fans.

The name of the catchy product is inspired by the sun of Santa Monica in a photogenic package that makes you feel the sea. And communication that makes you imagine a lifestyle with multicultural friends.

The branding, which reflects the inclusive beach culture drawn by founder Liu, seems to have captured the hearts of Generation Z, who emphasizes “emo”.

A brand born from respect for Japan

Since the pandemic, where the time spent at home has increased, the trend of treating skin care as “time for self-care to face oneself” has become remarkable, and emphasis is placed on a polite beauty routine that prepares the skin and mind, and a variety of beauty from the inside. It has become a tailwind for Asian beauty brands that have sung slow beauty.

Against this background, in recent years, communication that conveys Asian beauty culture through skin care and approaches mental health seems to be gaining support.

Of particular note is the brand “Tatcha,” which was born from respect for Japan. Taiwanese-American Victoria Tsai launched in 2009, inspired by a trip to Japan.

Although it is a skin care brand from San Francisco, it is based on the concept of Japanese “Japanese spirit” and proposes well-being and skin care rituals that value the connection between the skin and the heart.

It is said to be the igniter of “J-Beauty” in the United States, and is extremely popular in “Sephora”. In 2019, it became a hot topic under the umbrella of Unilever, but as mental health issues become more serious, there is no doubt that the need for such communication that will be healthy and beautiful both physically and mentally will increase in the future.

Cosmetology industry leaders who support each other

There are also movements by these Asian founders to support each other.

The most eye-catching is the Korean beauty brand “Glow Recipe” launched by Korean-American Sarah Lee and Christine Chang. It is a brand that develops skin care products that make the best use of the blessings of fruits.

Beauty routines inspired by “K-Beauty” and colorful and catchy packages have become popular on SNS, and the face mask “Water Melon Glow Sleeping Mask” has been sold out many times. It became a hot topic in the US beauty market.

According to the official website, Glow Recipe is doing a charity called “Glow for Good” under the message “A generous heart makes the skin shine”, working on diversity & inclusion, environmental protection, and women’s empowerment. .. In addition, he is actively speaking out on SNS about hate crimes for Asian residents.

We are also working in partnership with the AAPI youth community “Act To Change” and held an event called “AAPI Beauty and Fashion Fest” in May 2021. He is actively promoting social contribution activities, such as exchanging opinions with the founders of Asian beauty and fashion brands to solve problems.

This year, in honor of May’s “AAPI Heritage Months”, the limited collection “AAPI Bestseller Beauty Collection”, which is a collaboration between the company and all eight brands such as “Cocokind” and “Tower 28” mentioned above, will be held. Released. At the same time as praising the diverse beauty, he showed the presence of Asian leaders who are leading the beauty industry.

In this collection, a portion of the proceeds will be donated to charities in the Asian community.

The company is also enhancing mentorship for entrepreneurs who are about to launch beauty brands and beauty brands that have just started.

What is needed is “branding from an inclusive perspective”

In the US beauty industry, the vast majority of brands, large or start-ups, make all kinds of charitable activities and donations related to the SDGs. We also value “horizontal cooperation” to solve social problems.

Communication that praises brands by introducing other brands and founders that are contributing to society on their Instagram is often seen. It seems that the recent trend is to support each other even though they are originally in a competitive relationship.

As we unravel the cases of Asian founders, we realize the importance of purpose branding. He takes pride in his background and tells his own brand story.

On top of that, we have established a “brand raison d’etre” that aims to solve social issues by developing products that meet diverse needs. As a result, fans have been cultivated with the sympathy of many consumers.

In Japan as well, there is a movement to support brands with the same values ??as oneself and purchase products, mainly in Generation Z, and there is data that “the social stance of the brand affects purchasing”.

Branding from an inclusive perspective, like the Asian founders who lead the beauty industry in the United States, with a purpose for a better future, is becoming more and more sought after.