Knowledge gap may deter Asian companies from investing in naturals

Asian consumers are increasingly turning to natural and organic cosmetics and a number of Europe and America’s smaller players are investing in the area as a result, according to market research company Organic Monitor.

Internationally recognised brands such as Aveda and Dr Hauschka are already well established in the market, according to the company, but smaller brands such as Neal’s Yard Remedies are upping their presence.

Smaller players are investing​

UK-based Neal’s Yard now operates 14 stores in Japan, the largest of the Asian markets for natural and organic products. In addition, fellow British brand Organic Pharmacy is opening concept stores in the region.

Premium brands like Care by Stella McCartney and Origins Organics are also widely available in department stores.

But it is not just European brands getting involved; a number of Australian companies are also targeting the region.

Perfect Potion opened its first concept store in Tokyo earlier this summer and Jurlique products are available in a number of department and duty free stores across the region.

Lack of expertise may deter domestic brands​

Domestic brands are slowly making their presence felt in the sector but the market research company suggested that lack of knowledge and expertise in the sector is a major deterrent.

Out of the Asian countries it is Japanese and Korean companies who are leading the way, including Korea’s The Face Shop that launched an Ecocert-certified organic line earlier this year.

In an attempt to appeal to Asian companies looking to invest in the sector, Organic Monitor will be running a series of workshops on November 6th at In-Cosmetics Asia in Bangkok, tackling formulation and technical issues specific to the market.

Further details of the workshops can be found on the Organic Monitor website www.organicmonitor.com.