The growing and diverse market for international personal care product brands in ASEAN with its sizeable young population from among 600 million people draws the attention and attraction of investors to the region. Reinforced by the establishment of the ASEAN Economic Community, measures are being taken to ensure that the flow of goods, services, investments and capital in that industry will become even more seamless within the region.
Specifically, the ASEAN cooperation on Standards and Conformance aims to remove technical barriers to trade. Focus of the cooperation over the past years has been on aligning national standards to relevant international standards and the implementation of mutual recognition arrangements (MRAs) to fulfill regional objectives. Both the ASEAN cosmetic regulators and cosmetic industry have been rigorously working to address issues interrelated to technical barriers to trade in this sector, through the Agreement on the ASEAN Harmonized Cosmetic Regulatory Scheme.
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