24 hour beauty part II: Trends leading the beauty regime revolution

Convenience and portability is making an appearance in a variety of sectors as consumers seek product lines that have quick, easy and on-the-go applications. We take a look at some of the key developments in the APAC 24 hour beauty world.

Dive in!​

As well as protecting consumers from the impact of pollution on skin and hair, demand for these products is also rising in popularity in the sports cosmetics segment.

Although still a niche area, Mintel emphasised its room to grow in APAC. As 59% of Chinese facial skin care consumers state they would be willing to increase their exercise routines if it made an improvement to their skin, the industry is now moving towards growing the dive make up trend.

The dive make up trend, or Jamsu, is the latest trend to emerge from South Korea and sees consumers cleanse, moisturise and apply make up, before patting their face with baby powder and diving into a sink of cold water, before drying their face.

This new trend, which is set to spark an influx of new creations and product launches falls into the active cosmetics arena. Popular with sports enthusiasts and commuters, it gives consumers a simple way to update their make up throughout the day.

Typically, active cosmetics come in spray or stick formats and are single-use products. Nivea and Kao recently teamed up to develop the 8x4 Wakiase EX Cream Capsule Deodorant. Aimed at the sports and active cosmetics sector, the deodorant is a single use capsule that contains antiperspirant and natural antibacterial ingredients.

Industry that never sleeps​

As 72% of Chinese consumers would make changes to their sleep routine and quality of their sleep to help improve their skin condition, brands around the world are launching innovative creations that either form part of a pre-sleep beauty regime, or that can be left on during the night.

Japanese multinational personal care company, Shiseido, has developed the Ibuki Beauty Sleeping Mask, which consumers leave on overnight. The gel mask contains condensed vitamin capsules that claim to give the appearance of rest and revitalisation even if the wearer has had limited sleep.   

Tasty inspiration​

As the cosmetics and beauty industries continue to take inspiration from the food and drink sector, Bento beauty boxes are set to revolutionise convenience.

Like the food concept, the Bento box will contain a variety of cosmetics favourites including moisturisers and toners, colour cosmetics and hair care products designed for use throughout the day.

Personalised tech applications​

Technology and cosmetics giants are also coming together to devise a fragrance suitable for both day and night. Japanese Sony and UK-based Neal’s Yard Remedies have collaborated to develop Aromastic. Marketed as a personal fragrance, consumers can select their preferred scent based on the time of day and occasion.

“There are a growing number of advanced developments that look at customised solutions to closely address the changes in every individual. For example, DNA basis skincare and apps that analyse skin conditions and lifestyle to suggest products accordingly,”​ said Kwek.

As “developments are ongoing in the sense of innovating to a higher level, providing the closest solutions”,​ Kwek stated.

“APAC brands are turning their R&D and strategic campaigning efforts towards launching products that satisfy every element of cosmetics and beauty throughout every part of the day.”​