Beyond AI: Why brand vision still drives beauty success in Asia?

Building on a key insight

In her article “Artificial Intelligence in Beauty: Expert Insight into the Asian Market Dynamics,” Margot Puissochet highlights the perspective of Karine Eng, General Manager APAC at Nuxe. One of the most striking statements quoted is: “It’s not AI that sells — it’s the product, the vision, the brand DNA.”
This reflection captures the heart of what shapes a beauty tech brand vision today, especially in the Asian market where innovation moves fast but meaning remains essential.

As a digital marketing student living in Shanghai, I see every day how technology enhances experiences, yet never replaces the emotional connection built by a strong brand identity.

AI is transforming Beauty-Tech, but not desire

Across Asia, beauty-tech innovations are multiplying at a remarkable pace. Skin diagnostics powered by artificial intelligence, smart mirrors in stores, virtual try-on features and ultra-personalized recommendations have become increasingly common. These tools certainly enhance convenience and create engaging, sometimes futuristic, shopping experiences.

However, even the most advanced innovation cannot generate attachment on its own. Beauty remains emotional and cultural, and technology only enhances this relationship, it does not define it.

The importance of Beauty Tech brand vision in Asia

A brand is not only a product or a formula. It is a worldview shaped by values, cultural codes, and storytelling. This is why a strong beauty tech brand vision has become a major differentiator in markets like China, Japan, and South Korea.

Successful brands in Asia share a clear universe: SK-II embodies purity, Shiseido blends science with artistry, and Florasis captivates with its poetic interpretation of Chinese heritage. Their digital innovations work because they reinforce a deeper narrative.

A vision gives direction to technology. Without it, innovation feels empty.

When technology becomes a gadget

The Asian market also provides many examples of brands that rely heavily on tech features without having established a clear identity. These brands often launch impressive AI-driven tools that generate initial curiosity — but the excitement quickly fades. The experience may appear modern, yet it leaves no emotional trace. Once the technology novelty wears off, nothing distinctive remains.

This reveals a fundamental mistake: assuming that innovation alone creates preference. A brand can offer the most sophisticated skin analysis available, but if it lacks a compelling narrative, the impact remains superficial. Technology may attract attention for a moment, but only a strong brand vision can generate loyalty.

Asia: A market that values innovation, but even more so meaning

Asia, and especially China, is often portrayed as a market obsessed with new technologies. It is true that consumers in the region enjoy experimenting with new digital experiences and are early adopters of beauty-tech features. But this does not mean that technology is enough to build a strong brand presence.

In China, the brands that successfully establish long-term relevance are not necessarily the most technologically advanced. They are the ones capable of embedding themselves in cultural codes and communicating a well-defined identity. Perfect Diary, for instance, did not build its popularity solely on digital tools; it succeeded because it crafted a bold, youthful and emotionally engaging universe. Florasis fascinates because of its artistic, heritage-driven storytelling — not because of its digital features.

In markets like Japan and South Korea, brand identity is even more deeply connected to culture. Consumers value scientific credibility, aesthetic refinement and philosophies of care. AI tools contribute to the experience, but they are never the core of the relationship between the brand and its audience.

AI as an amplifier, not an identity

Artificial intelligence is not a brand strategy. It is not a positioning. It is a tool that must serve a broader vision. It can personalize experiences, improve accuracy, enrich product recommendations and streamline the shopping journey. But it cannot define who a brand is.

This is precisely what Margot Puissochet’s article highlights through Karine Eng’s insight: AI becomes meaningful only when it supports a brand’s DNA. Innovation without meaning is noise; innovation aligned with vision becomes impact.

My perspective from Shanghai

Living and studying in China has shown me that a brand can impress consumers with its technology, but it becomes memorable only when it expresses a strong identity. Chinese consumers are demanding, curious and used to high-tech retail environments. Yet they consistently gravitate towards brands that offer authenticity and coherence.

The market is intensely competitive and constantly shifting. Brands that rely solely on innovation often disappear as quickly as they appear. Those that build a consistent worldview, however, stand out — even with simple tools.

Conclusion: The future of Beauty-Tech will be story-driven

Asia will remain a leading market for beauty-tech experimentation. AI will continue to evolve and enhance the way consumers discover, test and choose products. But the brands that will truly dominate are not the ones with the most sophisticated algorithms. They are the ones that use innovation to express a deeper narrative, one rooted in culture, identity and emotion.

In beauty, technology may convince.
But only brand vision can truly connect.