PM2.5 are tiny particles in the air that reduce visibility and cause the air to appear hazy when levels are elevated.
Although the micro-particle won’t penetrate the skin, it can influence surface barrier functions, causing dryness or even acne.
Chinese people are deeply influenced by air pollution and time spent choosing what kind of protection will be needed for the day ahead depending on PM levels is a daily regime for the majority.
They say every cloud has a silver lining and this pollution issue has opened up a new segment for cosmetic brands to develop skin care that works to keep the skin healthy in this conditions.
'Anti-PM2,5' trend
According to Bernardin, products catering to this issue are featuring ‘Anti-PM2,5’ in their product claims, slogans etc.
"Some Chinese brands have integrated the word “PM2,5” directly on their packaging such as Hua Niang, Fumakilla, however no official studies can prove the real link between these product & and ction on PM2.5," the AP expert tells this publication.
Products recently launched include properties like UV protector, detoxifying, BB elements, deep cleansing and isolating, by forming an invisible film on skin surface that prevents pollutants from staying on & entering in skin.
Products leading the way in this category so far..
Unilever launched 'Pond's Pure White Cleansing Line', a cleansing line that claims to eliminate PM2.5 from the skin.
The global personal care player claims secondary carbonization technology combined with Kaolin formula deeply cleans accumulated dirt and PM2.5 in pores 5 times stronger than most cleansers.
Meanwhile; a closer to home brand, Hua Niang launched its 'isolating & oxygen injecting PM2,5' and is said to be the first skin care line targeting problems caused by city pollution such as clogged pores, fine fines, dullness & yellowness, acne, roughness, and premature ageing.
Formulated with lotus root extract, the ingredient forms a high density film that isolates particle matters, computer dust, pollen from skin surface, preventing them from entering into pores and helping the skin to breathe freely by injecting fresh oxygen.
The whole line includes 6 items: cleanser, lotion, emulsion, cream, BB cream and sheet mask.
This was the fifth edition of ‘Asia in Focus’: a series that hones in on segments offering the most opportunities for the industry right now; how best to enter these markets; and specific consumer trends and behavioural pattern breakdowns, from our experts on the ground, in the region, now.
Florence Bernardin is the CEO of 'Information & Inspiration', an agency that specialises in all that is the cosmetics industry in Asia, and will be back on the region next month reporting on what matters.
If you would like to see our expert look into specific topics on their next trip, please contact us via the editor button below for consideration.