By  on June 17, 2011

Is there anyplace on earth with more raw energy than Asia? The exploding middle class in China, India and Indonesia, to name just a few. The urbanization boom and emergence of major new cities. The unquenchable enthusiasm for new experiences, new products. Our goal with this, our first-ever issue dedicated to Asia, was to capture that energy in the pages of WWD Beauty Inc, and bring to life this region that’s so much more than just another place to sell more stuff. (Although there’s a lot of that, too. In most of these countries, double-digit sales increases are the norm, not the exception.)

But while Asia is a key business development driver, what is truly fascinating is the evolution of its role as trend setter rather than follower. Whereas historically the flow of influence has been from West to East, now the cross currents mean that Chinese supermodel Liu Wen is a global—not regional—face of Estée Lauder while the French-born Sephora and its open-sell, self-assist format has taken root as one of Asia’s key beauty concepts. “Asian women in general are true beauty seekers, quite phenomenally so,” Procter & Gamble’s Joanne Crewes tells our Beijing-based reporter Kathleen McLaughlin in “In Development” on page 28, where she looks at how (and where) the urbanization of China is impacting consumer mores, and the expected impact for international beauty marketers.

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