Rachel Ng
Feb 23, 2017

Selfie culture and its impact on beauty brands in Asia

The industry has adapted the selfie for its own ends, but has perhaps missed some of the deeper desires it reflects.

Laneige Beauty Mirror

Asia leads the world in selfie-taking, according to a 2014 study by Time magazine. Four of the top 10 “selfiest” cities are in Asia, a find hardly surprising given that over half of the world’s social-media users reside here. Selfie culture has become so dominant in Asia that two global smartphone giants, China’s Huawei and South Korea’s Samsung, compete with front-facing camera specs and ownership of spin-off category terms like “groufie” and “wefie”, respectively.

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