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

  • ‘#ASMR skincare routine’ gains popularity in China.
    • 11/2021
    • BEAUTY

    ‘#ASMR skincare routine’ gains popularity in China.

    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.

  • The facial oils trend is hitting China too and has the potential to gain ground in the future.
    • 10/2021
    • BEAUTY

    The facial oils trend is hitting China too and has the potential to gain ground in the future.

    Using face oil to nourish the skin is a common skin-care method originating in Japan and already popular in Western countries like France and the US. It seems to also appeal to Chinese users now as they are discovering its benefits.
    This method focuses on incorporating facial oil into a skincare routine –after a cleanser and before a face cream/serum. It can be used alone, combined with a hydration mask or mixed with skincare or cosmetic products to boost hydration.

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