Asian brands are big business, and with the Asian American
demographic the fastest growing cultural segment in the United States, Asian
brands are particularly keen to launch their products on American shores.

Research from Nielsen has revealed that by 2017, Asian
Americans are expected to surpass $1 trillion in consumer purchasing power, making
it all the more important for brands and marketers to offer culturally relevant
products and services.

A particularly lucrative Asian market is that of skincare. One
of the biggest export markets for Korean skincare products, which have been
collectively dubbed “K-beauty”, is the US, where the big rise in
sales has been led by small firms, more often set up by young Americans of
Korean ancestry. Stockists and brands such as Peach and Lily, Soko Glam and
Missha are growing at a rapid rate, with their countries of origin at the
forefront of research into new brands.

With Asian Americans spending 70%
than the average share of the US population on skincare and a
particular love of brand name products, the American market is one that Asian
brands are keen to target.

With the United States
such a complex market to break through, how can a European brand successfully
make it?  

Science: Focusing
on the science behind the packaging is an effective launch technique for many
Asian brands. Sharing the results of how a product can solve a problem can help
new brands build credibility and a reputation for being a product that

 Similarly, sharing the characteristics of a particular
product is an effective way to catch the attention of a target customer. For
example, in the field of skincare, demonstrating how a new product is easy to use
and can bring big results is most effective when a brand shares customer
testimonials and how-to videos to bring the rhetoric to life.

Affordable luxury:
Asian brands scream luxury and this is precisely why consumers are interested.
The beauty of Asian skincare products is that they can be easily used in the
home without assistance from an expert or a salon. Focusing on this ease of use
as well as consumer friendly price points is an effective launch technique to
woo customers.

Formulation focus: Whether it is a hydrating mask or the latest tech gadget, customers want to know
what makes their products work. Asian beauty products are well known for their
unique formulation, with the use of unusual ingredients such as chia seeds,
seaweed and starfish. Customers want and expect explicit information about how
these ingredients will help them, and using testimonials to demonstrate the
benefits should be at the heart of an Asian brand’s marketing campaign.

Beauty bloggers and
social influencers:
 To achieve both organic and viral campaign growth,
Asian brands should target popular beauty blogger and social influencers who
have a large, relevant audience. Working with these influencers to create user
generated content is an effective way to launch new products and reach target
customers through trusted media personalities.

To be successful in the US market, Asian brands would be
wise to focus on what makes the construction of their products unique,
particularly when it comes to the competitive beauty industry. By using social
influencers and established beauty bloggers, brands can target their preferred
audience at source and capitalize on the credibility of a blogger with their
followers. By focusing on awareness building and customer acquisition, a mix of
organic and paid media is crucial for new brands to be heard in the battle for
new business. 

 Contributor: Jack Haanraadts, Account Coordinator at Marketing Maven