While advertisers kept a low profile, Singaporean consumers allowed themselves small indulgences and learned to appreciate brands from closer to home.
The region still offers considerable growth potential for shampoo brands. However, building advocacy beyond functional benefits is not easy.
Cosmetics firms are turning their attention to less experienced consumers.
Varying levels of maturity and regulation require acute sensitivity from alcohol brands, and experiential work outlining the finer points of drinking is a growing trend.
The recession has had limited impact on luxury brands in Asia, and in some cases has actually helped reinvigorate the market.
Travel and tourism marketers in the region need to be where the consumers are, and that means engaging more with social media.