Beauty masks drive demand for Taiwan skincare exports

2016/03/24

Taiwan’s high-quality and value for money beauty masks are selling like hotcakes with overseas visitors and playing a vital role in boosting exports of locally produced skincare products.

The diverse range of products feature such ingredients as bird’s nest with collagen, hyaluronic acid, milk, pearl barley, rare herbs, vitamin C and white tea. They are considered must-buy souvenirs by tourists, ranking alongside Taiwan’s signature items like oolong tea and pineapple cakes.

Taiwan External Trade Development Council (TAITRA) statistics revealed that exports of beauty masks and related product grew 12.95 percent in 2015 to US$204 million. This contrasts with a drop off in the nation’s total shipments of 10.6 percent for the same period.

Patty Yen, a manager with TAITRA’s Market Development Department, said the strong shipment numbers reflect Taiwan’s rising reputation in the international beauty products market.

“Taiwan is now seen as a premium brand for many visitors throughout Asia,” Yen said. “The local lifestyle of health and sustainability also enhances the appeal of consumer goods made in Taiwan.”

According to Yen, TAITRA is targeting the beauty products sector for strategic promotion this year, with a focus on assisting local firms develop upgraded marketing strategies.

Michelle Sung, president of Taipei City-based Ten Arts Biotech Inc., said beauty masks are more than just a thriving business. “They are a very powerful tool to promote Taiwan.

“Certainly, Taiwan faces strong competition from South Korea. But we enjoy a strong competitive edge in product quality given the successful experiences of our firms in contracting for global brands and their R&D capabilities.”

Equally important, Sung said, is incorporating elements of the island into product design. “It this way, we differentiate ourselves from regional rivals while flying the flag abroad for beautiful Taiwan.”

Source: Taiwan Today (http://taiwantoday.tw/ct.asp?xItem=243199&ctNode=2194&mp=9)