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Dec 23 2020

TBWA\Groupʼs 65dB releases 2020 beauty insight report
exploring 12 beauty conversations happening in Asia

65dB, the global consumer and market research social listening practice of TBWA\Group, has released asocial insight report unveiling a new set of Asian beauty routines.

With the pandemic causing a sharp rise in social media use ‒ and netizens and influencers sharing millions ofposts on a daily basis, showing their product usage, preference and interest ‒ 65dB has leveraged social
data to provide a reliable indication of the changing trends within different beauty categories (make-up,skincare, fragrance, haircare, and professional treatment) and identify positive areas of expression in whichbrands can position themselves to create meaningful ways to engage with their customers.

The joint report, created by 65dB Tokyo and 65dB Shanghai, analyzes online conversations to identify
curiosity, concerns, passions and creativity around the topic of beauty, and reveals how consumer behaviors
have changed in Asia since the COVID-19 outbreak.

TBWA\HAKUHODO Inc.
Tel：03-5446-7386 Fax：03-5446-7242
www.tbwahakuhodo.co.jp

The analysis covers social conversations across China and Japan, the two largest and most influential beauty
markets in Asia. With both countries going through different stages of pandemic recovery, the researchanalyzes which behavioral trends might be temporary and which ones are here to stay.
The 12 growing beauty conversations explored in detail include:

MASK-FACE
From skin irritation to mask tan-lines, people are looking for solutions to help them adjust to thenew normal of wearing protective face masks all day, every day.

LESS IS MORE
As people went weeks without being seen in public, they began wearing less makeup, with someeven undergoing skin-fasting. Experiencing the benefits of this, many became empowered andhappier in their own natural skin.

AT-HOME TREATMENT
While observing social distancing, DIY became necessary for many aspects of our lives ‒ beauty
routines included. During lockdown, people had more time to look after themselves, with many
experimenting with new innovative beauty products/technologies and at-home treatments.

EMPOWERMENT
The pandemic has brought many global issues to light while giving people time to reflect andreassess their values and behaviors ‒ whether thatʼs self-love and body positivity, or female andracial empowerment.

SUSTAINABILITY
The global crisis has made us more compassionate while also providing more impetus to protect
the planet we live in, especially as we watched the environment rejuvenate as humans were stuckindoors.

ONLINE EXPERIENCE
Digital transformation has accelerated quickly with e-commerce and online experiences playing aleading role in helping brands continue to engage with consumers remotely.

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Tel：03-5446-7386 Fax：03-5446-7242
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WELLNESS
There has been growing emphasis on mental wellness and healthier lifestyles during thepandemic. From sleep quality to nutritional diets, we are increasingly learning that beauty starts
from within.

PLAYFUL MAKEUP
Bored at home, many people are using makeup as a creative outlet ‒ driven by the increase insocial media usage and playful digital behaviors with friends and communities.

SPLURGE OR SAVE?
Facing an economic crisis caused by the pandemic, people are searching for discounts or
exploring cheaper alternatives for their beauty products. Alternatively, some people have spentless money while staying at home and decided to use those extra savings to upgrade theirbeauty products.

INNOVATION & HIGH TECH
Consumers are increasingly educating themselves on the ingredients and science behinddifferent beauty products. Meanwhile, beauty devices have become increasingly popular, fromsimple functions such as face steamers, and massaging, to innovative electronic devices
claiming to provide light medical functions such as delaying aging and reducing fine lines.

NATIONAL PRIDE
The pandemic provided individual countries with a singularity of purpose ‒ to help reset andregroup as a nation ‒ which has driven a growing nationalist sentiment. An act of solidarity with allthings local ‒ from buying local, shopping small, to domestic travel and celebrating local culture.

SKIN DEFENSE
As society recovers and people begin returning to their old routines with busy work and latesleep, skin problems have also made a return. People are turning to social media to discuss thebest products and remedies.

TBWA\HAKUHODO Inc.
Tel：03-5446-7386 Fax：03-5446-7242
www.tbwahakuhodo.co.jp“With new waves of COVID-19 impacting the world, the prospect our lives have forever changed is fast
becoming a reality,” said Yuta Kanekiyo, head of 65dB Japan. “We are proud to say the various hints ofchange explored are not only signs of new trends but also a path of evolution for people in a changingworld. I hope that by capturing the voices of the people we can work with brands to help everyone live for ahappier tomorrow.”“Weʼve really enjoyed working on this joint research project with our Japanese colleagues and the support ofTBWA\Asia,” said Matthieu Mellul, manager of 65dB China. “Listening to the consumer's voice in the twobiggest markets for beauty in Asia gives us a unique perspective on the trends in the region, as well as theopportunity to grow our ability to conduct streamlined, cross-country research projects to support our localand global clients in growing their customer-centricity.”

Read the full report here: https://www.tbwa.asia/65db-asian-beauty-END-About 65dB
65dB: the sound of conversation, is the global social listening agency of TBWA\Group and Omnicom. 65dB
delivers qualitative consumer and market research by leveraging cutting-edge social listening technology
with a team of 60+ brand strategists and insights analysts in Paris, Tokyo, Shanghai, New York, Mumbai,Sao-Paulo, Jakarta and Doha. In Asia, 65dB delivers insights for global and local strategic marketing teams
for L'Oréal, Essilor, Hilton, Volkswagen or McDonalds. Follow us Linkedin, WeChat and visit our website inJapan or China.

About TBWA\HAKUHODOTBWA\HAKUHODO is a full-service advertising agency based in Tokyo, established in 2006 as a joint
venture between Hakuhodo and TBWA Worldwide Inc. With the combination of TBWAʼs DISRUPTION(R)methodology, a global network spanning over 100 countries/regions and Hakuhodoʼs in-depth knowledgeof the Japanese market and longstanding reputation for trustworthiness, the agency continues to createand deliver high quality solutions to all of our clients ‒ solutions that cause change and have the power toget noticed.
https://www.tbwahakuhodo.jp/en

TBWA\HAKUHODO Inc.
Tel：03-5446-7386 Fax：03-5446-7242
www.tbwahakuhodo.co.jp

About TBWA\Worldwide
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