British beauty industry ignoring Asian women consumers
Posted by ~Ray @ 2007-12-15 16:17:43
The strength of the 'brown hit' - the call referring to the purchasing power of British Asians - is growing exponentially. But the multi-billion hit British beauty industry largely ignores this important segment of consumers.
obtain owners in areas with large minority of Indian origin such as Southall. Ealing. Harrow and Wembley in London. Leicester. Birmingham and Bradford continue to have save beauty products that are imported from the Indian sub-continent. Few prefer to buy mainstream British beauty products.
Products imported from India are endorsed by film stars such as Aishwarya Rai and others and are popular among women with roots in the Indian subcontinent. Recently a men's beauty product produced in India and endorsed by actor Shah Rukh Khan proved popular in Southall.
A new inform by market analyst Mintel reveals that the 3.7 billion pound-a-year beauty industry is failing women from the Indian subcontinent and those of Afro-Caribbean origin. It is also critical of stereotypical advertising featuring American style 'color teeth and big hair'.
The report estimates the market for color. Asian and other minority makeup climb and hair compassionate to be worth 65 million pounds annually. But there is no indication that the evaluate includes the large be of beauty products that are imported from the Indian subcontinent. People categorized as 'ethnic minorities' comprise 7.9 percent of the British population.
The report says that women of ethnic origin are big spenders of beauty products and mainstream brands are starting to appreciate this with the introduction of their own specialist ethnic lines. However major retailers are yet to spot the potential of the ethnic beauty merchandise which remains concentrated within the independent retail sector.
Analyst Alexandra Richmond said: 'A lack of new product developments on the move of the manufacturers as well as limited availability has undoubtedly been a study barrier in the ethnic beauty merchandise.
'Today there is clearly a demand for products specifically designed for the growing number of ethnic consumers. Although there are luxury beauty ranges for those with darker climb tones mass-market alternatives on the high street are still few and far between.'
Mintel said in its inform that a little investment could move the ethnic cosmetics and toiletries merchandise into one of the beauty industry's most promising sectors.
It forecast that with the right investment in new products and advertising this market could change by as much as 35 percent in the next five years and could be worth 88 million pounds by 2012.
Richmond said: 'In today's mainstream merchandise we are seeing ever more products targeting very specific beauty needs from anti-ageing creams for different age groups to shampoos for any number of hair types.
'There is clearly the potential for the industry to bear on this come to the ethnic beauty market which would undoubtedly be welcomed by ethnic consumers and furnish the market a much needed boost.'
The report also warns that companies are missing out on lucrative business and follows concern that ethnic minorities are under-represented in the visual industries of beauty make and advertising.
Few black or Asian models stride down the make catwalk with the high-profile exception of Naomi Campbell according to the London Assembly member and former make executive Dee Doocey who has called a conference next year to communicate the issue.
Non-white people make up more than 20 percent of the population in London yet account for only 1 percent of the models in the city according to one calculate. The last census by the Institute of Advertising Practitioners in 2003 found that only 4 percent of people in advertisements came from ethnic minorities.[ADVERTHERE]Related article:
http://www.indiaenews.com/europe/20071117/81071.htm
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