Filipino women spend the least on makeup across the Asian region with nearly three quarters (74%) spending less than US$40 per quarter, according to a survey by YouGov.
The top three cosmetic products used by Filipino women are lipstick (87%), powder (75%) and eyebrow pencil (56%).
Residents of Hong Kong spend the most on cosmetics per quarter, with 29% spending at least USD130 on cosmetic per quarter. This is nearly three times the regional average, with just 11% of Asia-Pacific netizens spending more than US$130 per quarter.
Lipstick is not just popular but also highly-prized. When asked to pick just two cosmetic products to use, lipstick (52%) and liquid foundation (28%) are seen as the most indispensable among women polled in Asia Pacific region.
The popularity of products is far from universal. While mascara is the most popular product in Australia with three out of four Aussie women using it, it is used by less than half (45%) of women across the region.
However, the popularity of lipstick transcends borders in Asia. It is used by over three-quarters of women (77%) in APAC. It is also the most used product in all APAC countries except Australia.
Cosmetics are key to many people’s beauty regime, but how regularly they are used varies significantly across the Asia Pacific region.
Thais and Indonesians use cosmetics most often, with over half of Thai women (53%) and Indonesian women (52%) using cosmetics daily, well above the regional average of 38%.
By contrast, women in Australia (27%), Singapore (27%) and Hong Kong (28%) are least likely to use cosmetics daily. Fewer than one in five women (18%) never use cosmetics, suggesting cosmetics play an important role in many beauty regimes across the region.
Despite other differences, four out of five APAC residents are united in valuing quality over price. Australians are the thriftiest shoppers, with 34% of those polled opting for price over quality. Indonesians value quality the most, with 90% prioritising quality over price tag.
YouGov says consumer habits in cosmetics appear to be well-entrenched, with the majority (62%) of those polled saying that they buy from brands they trust over buying new products or those recommended by friends. This also increases with age, with 71% of those over 45 only buying from brands that they trust. However, 40% of Chinese residents appear to be more easily swayed and would buy products if their friends, relatives or colleagues had it. This is more than double the regional average of 19%.
The survey noted that skincare stands alongside many beauty regimes as an important part of maintaining a healthy complexion. Tastes converge when it comes to recognising the importance of hydrated skin; moisturizer is the most commonly used skincare product across the Asia Pacific, with 69% of those polled using it regularly.
“Yet popularity of skincare products varies significantly across age groups. It should hardly come as a surprise to learn that the generational divide is starkest in use of anti-ageing products, used by just 19% of 16-29 year old women but by over double that (43%) when it comes to women over 45. By contrast, whitening is more popular for 18-44 year old women (38%) than for women aged 45+ (26%).”