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

  • The Indian skincare revolution
    • 11/2023
    • BEAUTY

    The Indian skincare revolution

    Step into the future of skincare with India's latest trend: Dermatologist-owned brands leading a beauty revolution!
    Here are some key facts witnessing the rise of the skincare products that are transforming the Indian market:
    - The surge in consumer interest for Indian dermatologist-owned brands.
    - The unique challenges of Indian skin and how local brands are crafting tailored solutions.
    - The exciting blend of Ayurveda with K-Beauty actives making waves in Indian skincare.
    - The standout ingredients and products that are winning hearts in the Indian market.

  • Mists: The super-hydration rising star
    • 09/2023
    • BEAUTY

    Mists: The super-hydration rising star

    Extend your vacation vibes a little longer with this summer skincare trend that's shaking up the back-to-school season!
    Mists are becoming the holy grails of our Skinfluencers community.
    Swipe right to discover the key success factors of this format and the products & brands that are leading the way!
    Skinflu-what? Not familiar with Skinfluencers yet? They're the influencers shaping skincare trends on social media. At Dynvibe, we track them to provide you with the latest must-know alerts in the beauty world, ensuring you're always one step ahead in your category.

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