11/2021Understanding Now

‘#ASMR skincare routine’ gains popularity in China

  • IndustryBEAUTY
  • AuthorSabrina Lin

Chinese users increasingly regard skincare as a guesture of “self-care”: a way not only to take care of skin, but also to release the mental burden after a hectic day. In this context, “ASMR Skincare” is emerging in China.

ASMR (autonomous sensory meridian response) is a relaxing sensation that begins on the scalp and moves down the body. Also known as a "brain massage," it's triggered by placid sights and sounds such as whispers, crackles, etc. Videos recording these kind of sounds can be found on the social sphere and have become very popular over the last few years.

Some Chinese beauty influencers are now appropriating this concept and introducing their communities to ASMR skincare routines. Instead of talking while showcasing their beauty routine, they play on sounds generated by tools and products. Candles, red wine, crystal massage balls or intense bubble pumps are also widely used in these videos.

Many people watching their videos claim to feel relaxed and “healed” simply by watching them. As there is no talking, they also appreciate that it alleviates the pressure to follow a perfect and detailed skincare routine.

They said...

🛀 ASMR skincare ✨ Enjoy home rose spa and create a white and soft skin. The skincare routine is to take care of skin and a moment to relax🛀. Rose represent beautify love. As skincare ingredient, it nourishes the skin and brighten the complexion. (Xiaohongshu)
ASMR skincare for full face skin peeling. #daily skincare # Skin peering (Xiaohongshu)

Discover more Insights

  • TOP 10 beauty brands winners – April 24
    • 05/2024
    • BEAUTY

    TOP 10 beauty brands winners – April 24

    Tween-friendly brands shaking up the rankings, Caudalie moving up to 8th place thanks to its latest campaign, lipcare brands to keep an eye on...
    Here are the TOP 10 beauty brands that outperformed in April on social media!
    Thanks to our Dynvibe DETECT alerting platform, we've analyzed the activity of over 300 Skinfluencers (expert skincare influencers) to find out which brands are generating the most interaction within their community.
    It's a gift!

    Marie-Alix Robert Marie-Alix Robert

    View

  • Lip Oils : The ideal blend of care and makeup
    • 05/2024
    • BEAUTY

    Lip Oils : The ideal blend of care and makeup

    What’s happening with lip oils on social media?
    • 50% of skinfluencers mentioned lip oils
    • +47% of average monthly growth over last year
    • 4.2% of engagement rate on these posts
    Why is that a thing on social media?
    What are consumers looking for?
    What are the products assiociated?
    Get a snippet of this beauty insight through this Dynvibe’s report !

    Elisa Bruneau Elisa Bruneau

    View

Vibrations by Dynvibe

We've just launched our new podcast!
Each month, join us for a discussion on the latest trends and consumer behavior shifts we explore in our studies.


Placeholder

Available here and on your favourite podcast player