{"id":13328,"date":"2012-06-12T04:06:34","date_gmt":"2012-06-12T04:06:34","guid":{"rendered":""},"modified":"2025-10-15T13:37:07","modified_gmt":"2025-10-15T13:37:07","slug":"marketing-to-the-modern-asian-woman-trends-to-watch","status":"publish","type":"post","link":"https:\/\/asiancemagazine.com\/?p=13328","title":{"rendered":"Marketing to the modern Asian woman: Trends to watch"},"content":{"rendered":"

First, let me define what I mean by \u201cAsian women\u201d.<\/strong> You may be thinking in terms of either Chinese, Japanese, or perhaps Indian or Korean women, and forget about the Southeast Asian countries (of which there are 12 including the Philippines, Indonesia, Vietnam, Thailand, and Cambodia) and Northern Asian countries, like Pakistan. But it\u2019s crucial to take all these various nations into account.<\/strong> It\u2019s key to keep in mind that Asian women encompass a melting pot of ethnicities, each with their own cultural constructs. If for practical purposes we think of all Asian women as one group, what epitomizes a modern Asian woman? And how should brands behave to attract this increasingly sophisticated consumer and earn her loyalty? <\/strong><\/p>\n

Brands need to appreciate that Asian women live in the fastest-growing consumer market in the world. <\/strong>The distribution of wealth in Asian countries is also like no other region: On one end of the spectrum China, Japan, and India\u2019s GDP puts them in the top five richest countries in the world.(1) On the other side we have Afghanistan, which due to extreme poverty and civil unrest, has the world\u2019s second highest infant mortality rate at 150\/1,000 live births.(2) This great discrepancy in wealth influences Asian women\u2019s purchasing choices, whichever end of the spectrum they live in. <\/p>\n

An Asian woman is more empowered in the market today than ever before.<\/strong> Whether she lives in an established economy like Japan or Singapore, enjoying product choices and the ability to buy everyday luxuries, or she lives in a developing market where she is offered the opportunity to start a small business through microfinance\u2014women in Asia are active in the workforce and the marketplace. <\/p>\n

Asian women work in a more equitable environment than their Western sisters.<\/strong> The gap between women\u2019s income and men\u2019s is closing far quicker in Asia than it is in the West.(3) The often-quoted Chinese proverb states that women \u201chold up half the sky.\u201d Now, in addition to fulfilling her traditional role in the home, Asian women have more disposable income than before and annually spend seven times the amount of money as Asian men.(4) More Asian women are leading large companies and becoming the new captains of industries\u2014such as Sung Joo Kim of Korea, the chairwoman and CEO of Sungjoo Group AG and MCM Holdings, and Yan Cheung \u201cthe recycling queen,\u201d chairlady and cofounder of Nine Dragons Paper Holdings, who is reportedly the richest woman in China. Across Asia there has also been a steady increase in the number of women gaining tertiary qualifications. <\/p>\n

On top of being well educated, employed in high-paying jobs, and enjoying more disposable income than before, today\u2019s affluent Asian women are younger too.<\/strong> Eighty percent of wealthy women in China are under 45 compared to 30 percent in the United States and 19 percent in Japan.(5) To get the attention of Asian women consumers, brands need to speak to a young, successful female audience. Think ages 18\u201325. Ambitious. Smart. <\/p>\n

Brands must also take into account that Asian women\u2019s shopping behavior is unique from her Western sisters. <\/strong>Shopping is a social activity and the goal is not necessarily to make a purchase. Group shopping is one of an Asian woman\u2019s main hobbies\u2014over 20 percent of Asian women go shopping every weekend with no expectation of purchasing. While she peruses the malls contemplating what to buy\u2014either now or on some future shopping mission\u2014the Asian woman is looking for brands to convince and entertain. <\/p>\n

Both female and male Asian consumers are avid readers of product information on packs.<\/strong> They are also increasingly cynical about traditional advertising and research their purchases thoroughly. As a result, marketers tend to constantly reinvent their products and amplify their benefits with claims on packs like: \u201cBetter skin in seven (or five, or three) days\u201d; or \u201cYounger, slimmer, and more beautiful in just one week.\u201d <\/p>\n

Stores like Sephora, where cosmetics can be tried out prior to purchase, are increasing in popularity.<\/strong> In Tokyo, Shiseido built education centers where consumers can only sample products, not even buy them. These types of educational retail environments are seen as worth the investment in the competitive Asian beauty space where women need to believe in a brand\u2019s promise.<\/strong> To attract the attention of Asian women out meandering the shops with friends, brands need to tell a story that describes relevant, functional benefits. <\/p>\n

Asian women are spending more time online:<\/strong> 53 percent of her media consumption is online.(6) She outnumbers her North American sisters more than two to one in terms of time spent online, at approximately 24.8 hours per month.(7) She is more of an early adopter of digital innovations than her Western sisters too: 37 percent of women in China and Japan use their mobile phones to stalk\u2014I mean, track\u2014their friends versus 13 percent in the West.(8) Like all busy \u201csuper women\u201d around the world, an Asian woman has much less spare time these days for one of her favorite social activities\u2014shopping. She balances a lack of time to visit malls with an insatiable appetite for shopping up a storm online. But not only is her shopping method shifting, the particulars of what she\u2019s buying is too. <\/p>\n

Contrary to popular stereotypes of Asian women being predominantly family focused in their consumption, 81 percent of purchases made online are for herself only.(9)<\/strong> Her growing role in the business world and increased earning power mean she\u2019s indulging more. However, she is not just purchasing the expected fashion or beauty items. As she takes more control of the household purse, her purchases include more consumer electronics, travel, and banking items. Marketers should focus media buying efforts on clever online use. <\/p>\n

When brands compete in the retail space, marketing efforts should highlight functional benefits and offer \u201cshoppertainment\u201d\u2014without corrupting the brand\u2019s equity, of course.<\/strong> Beyond shopping online, the Asian woman is researching brands, networking, blogging, and gaming more than her Asian male contemporaries. <\/p>\n

On top of everything else, Asian women are putting more effort into their beauty routine than Western women.<\/strong> According to a recent study conducted by TNS Asia Pacific, 59 percent of Asian women feel it is important to put effort into looking good before leaving home in the morning compared to 39 percent of their U.S. sisters.(10) And I believe it: Having lived in Asia for the past three years, I am constantly assaulted by offers to make my breasts larger, my skin lighter, my waist leaner. Despite Asian women being among the most educated in the world, beauty is still very important and perceived as just as critical to success as a good job and solid education. According to some newspaper articles, the Chinese plastic surgery industry has grown into a $2.5 billion industry, and South Korea is reported to have the highest rate of cosmetic surgery in the world.(11) <\/p>\n

While Asian women are no doubt beautiful, social, and caring, there\u2019s much more to them than a pretty face and helpful attitude.<\/strong> Remember her earning power, control of the family finances, and high level of education for starters! <\/p>\n

Any marketer who hopes their brand will win the hearts and minds of Asian women should first consider the complexity of the Asian region, then take a rational, heavily benefit-led approach. It\u2019s crucial to go to where she spends most of her time: online.<\/strong> Make sure brands help Asian women become more successful and more beautiful, gain credibility and status, and build a healthy family. Oh, and don\u2019t forget: Brands must make her happy, too. Easy, right?<\/strong> <\/p>\n

The following brands are making a successful claim in Asia.<\/strong>
\nSK-II<\/strong>
\nsk-ii.com.sg
\nJapan\u2019s best-kept secret SK-II targets the modern, successful Asian woman\u2019s key beauty concerns: how to get radiant, blemish-free white skin following a simple, proven regimen. Its positioning is scientifically based; it has a clean, sophisticated visual identity system and speaks in a straightforward tone of voice. With relevant, believable celebrity endorsers whose radiant skin is tracked over the years as they use SK-II, the brand strikes the perfect balance between being a great product with proven benefits and one that\u2019s associated with celebrity glamour. <\/p>\n

Coach <\/strong>
\ncoach.com
\nMany luxury brands are a success here in Asia but few start a fashion revolution. Coach\u2019s wristlets are the sought-after fashion accessory of 2011 for the practical Asian female shopper. In fact, when I mentioned to my team that I had never heard of a wristlet, I was looked at with what can only be discerned as pity! Fastened around the wrist, these mini purses with room for keys, phone, credit cards, and cash are perfect for a busy day at the market or mall. It\u2019s a glamorous accessory with a practical application. <\/p>\n

UOB\u2019s Lady\u2019s Card<\/strong>
\nuobladys.com\/sg\/index.html
\nUnited Overseas Bank ran a campaign called \u201cThe men don\u2019t get it\u201d for its women-only credit card club to attract female customers by offering them deals specific to their needs. The campaign could have been patronizing but the insightful positioning of its launch ensured it was well received. Its accompanying \u201cLady\u2019s Soulmate\u201d app (available on most smartphone platforms) is pure genius. It appeals to the busy, modern woman and her desire to stay connected, allowing her to organize her life, connect with her friends, and track hot deals from her mobile. <\/p>\n

Raoul <\/strong>
\nraoul.com
\nSingaporean fashion label Raoul, created by power couple Douglas and Odile Benjamin, began life in 2002 as a men\u2019s shirt company. Later the duo added a successful women\u2019s line, and opened 30 stores across Southeast Asia and the Middle East. Raoul debuted in Europe during Paris Fashion Week in 2009. <\/p>\n

Alldressedup<\/strong>
\nnet-a-porter.com\/Shop\/Designers\/ALLDRESSEDUP
\nAnother Singapore-based fashion label, Alldressedup has been recognized internationally and is now sold alongside Marc Jacobs and Stella McCartney at online powerhouse net-a-porter.com. With 30 years\u2019 experience in luxury fashion and lifestyle retail, founder Tina Tan-Leo believes her successful label appeals to the \u201cbohemian-spirited traveler in every woman.\u201d Raoul and Alldressedup are proof that local Asian design talent is on the meteoric rise. <\/p>\n

\u201cTop 25 Richest Countries as Defined by GDP,\u201d CountryReports, countryreports.org\/compare\/top25.aspx?c=GDP (accessed 16 March 2011).
\n\u201cCountry Comparison Infant Mortality Rate,\u201d The World Factbook, Central Intelligence Agency.
\n\u201cBuilding Relationships with Busy Female Professionals,\u201d presentation by Lizzy Nolan of Mediacom at 2010 Marketing to Modern Asian Women Conference (Singapore, 29 November 2010).
\n4 See footnote 3.
\n\u201cCo-creation with Affluent Asian Women,\u201d McKinsey & Company, 2009, presented at 2010 Marketing to Modern Asian Women Conference (Singapore, 29 November 2010).
\n\u201cThe Secret Online Lives of Asian Mothers Uncovered,\u201d from the presentation, Asian Mothers: Embracing Online Shopping by Starcom MediaVest Group and Microsoft, presented at 2010 Marketing to Modern Asian Women Conference (Singapore, 29 November 2010).
\n\u201cWhat Women Want: Leveraging on Digital Channels to Enhance Marketing Campaigns to Asian Women,\u201d presented by Nikolaus Ong of MRM Worldwide at 2010 Marketing to Modern Asian Women Conference (Singapore, 29 November 2010).
\nSee footnote 3.
\nSee footnote 6.
\nJessica Davey and Emily Walton, Ogilvy Action, at 2010 Marketing to Modern Asian Women Conference (Singapore, 29 November 2010).
\nFacts and Details, Jeffrey Hays, 2010. factsanddetails.com\/china.php?itemid=136&catid=11&subcatid= (accessed 16 March 2011);
\nAsian Plastic Surgery, asianplasticsurgerycategory_ide.com\/news10-2\/081003_south-korea-highest.html (accessed 16 March 2011).<\/p>\n

By Vic Corsi, Executive Director Singapore, Landor<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

First, let me define what I mean by \u201cAsian women\u201d. You may be thinking in terms of either Chinese, Japanese,<\/p>\n","protected":false},"author":1,"featured_media":70655,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout","footnotes":""},"categories":[2087,1],"tags":[2123],"class_list":["post-13328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lifestyle","category-news","tag-lifestyle"],"magazineBlocksPostFeaturedMedia":{"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"colormag-highlighted-post":false,"colormag-featured-post-medium":false,"colormag-featured-post-small":false,"colormag-featured-image":false,"colormag-default-news":false,"colormag-featured-image-large":false,"colormag-elementor-block-extra-large-thumbnail":false,"colormag-elementor-grid-large-thumbnail":false,"colormag-elementor-grid-small-thumbnail":false,"colormag-elementor-grid-medium-large-thumbnail":false},"magazineBlocksPostAuthor":{"name":"Admin","avatar":"https:\/\/secure.gravatar.com\/avatar\/53e6cdc30765aade0129f85e5aeb50124b1d3f5bb9a70373be31e4eb328371e0?s=96&d=mm&r=g"},"magazineBlocksPostCommentsNumber":"0","magazineBlocksPostExcerpt":"First, let me define what I mean by \u201cAsian women\u201d. You may be thinking in terms of either Chinese, Japanese,","magazineBlocksPostCategories":["Lifestyle","News"],"magazineBlocksPostViewCount":202,"magazineBlocksPostReadTime":10,"magazine_blocks_featured_image_url":{"full":false,"medium":false,"thumbnail":false},"magazine_blocks_author":{"display_name":"Admin","author_link":"https:\/\/asiancemagazine.com\/?author=1"},"magazine_blocks_comment":0,"magazine_blocks_author_image":"https:\/\/secure.gravatar.com\/avatar\/53e6cdc30765aade0129f85e5aeb50124b1d3f5bb9a70373be31e4eb328371e0?s=96&d=mm&r=g","magazine_blocks_category":"Lifestyle<\/a> News<\/a>","_links":{"self":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/posts\/13328","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=13328"}],"version-history":[{"count":0,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/posts\/13328\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/media\/70655"}],"wp:attachment":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=13328"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=13328"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=13328"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}