Investigating Asian concepts of beauty
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Nanyang’s Institute of Asian Consumer Insight has attracted the attention of one large consumer goods company, Unilever, which commissioned research on the changing concepts of Asian beauty. The FT put some questions to Unilever.
What was the challenge?
Unilever already sells well-known brands such as Fair and Lovely in India, Pepsodent in Indonesia and Omo in Vietnam. The challenge for the company now is to understand the fast-evolving consumer market better.
Why was this important for the company?
It would be a misnomer to think of Asia as a unitary entity because from a demographic, societal, affluence or lifestyle perspective there are a multiplicity of smaller, distinct “Asias”.
Were the results predictable or unexpected?
There were many additions to Unilever’s knowledge and some surprises as a result of the work.
Did the research use Unilever data?
No. Unilever wanted the ACI team to start with a clean slate.
How much did the research cost?
Is there more work to do?
Unilever is working on a number of projects for 2013 with ACI.