The brand has observed an opportunity arising from the adoption of non-invasive aesthetic procedures, such as chemical peels, microneedling, and thread lifts.
These treatments can often be harsh on the skin and the damage consumers experience can push them towards products that can help them repair their skin.
Such consumers will often seek out gentler and ‘cleaner’ alternatives for their sensitive skin, said Jean-Christophe Samyn, general manager, SEA, ANZ, Caudalie.
“We’ve tested out Resveratrol-Lift serum against retinol and we found that for firming and lifting, it is three times more effective. So pregnant women can use it, people can use it in the daytime without SPF. It’s a safe alternative to retinol.”
Concurrently, the interest in retinol as an ingredient has started to rise again and the company sees a major demand for alternatives.
“You have more awareness about retinol and people want to start using it. But they want a product that can fit into the routine, something they can use in the morning without worry. Or they are using retinol and they stop for a while, but they still want to use something super effective,” Samyn said.
Vegan collagen breakthrough
In January, the French brand relaunched its Resveratrol-Lift skin care range in SEA. The revamped line-up features a plant-derived vegan type 1 collagen.
“We work with a manufacturing lab in Spain with this state-of-the-art vertical farm. Everything is controlled – the temperature, the humidity, the light. The plants are injected with an mRNA solution and from there we extract the collagen from the plants,” explained Samyn.
“It is completely compatible with the skin. The usual marine or bovine collagen has very big molecules, but this is very thin so it’s going to go and work deep inside your skin. Plus, its vegan and sustainable.”
Additionally, the product contains a vegan collagen booster derived from sustainably harvested mahogany bark as well as its patented resveratrol that was developed with Harvard University.
Samyn added: “We are always technology-led. There always needs to be something new for consumers. When it comes to anti-ageing, they are very savvy, and they are novelty-driven. They want better, more efficient, and clean.”
While Caudalie’s brightening skincare category continues to dominate in SEA, anti-ageing is growing in importance for the brand.
“Anti-ageing has been growing more – growing very fast in SEA. It’s not as big as brightening but it’s getting there very fast,” said Samyn.
Samyn attributes this growth to interest from younger consumers.
“But what’s interesting is that they don’t necessarily want to talk about prevention. It’s not what they want to hear. Like everyone else, they want to know a product will work for them.”
Samyn teased that fans of the brand can expect more new launches this year.
He added that the company will build on its success with its most recent sun care launches, such as its Vinosun Very High Protection SPF 50+ Sun Water.
“Sun care for us is very important. [The recent launches] went super well. It’s still a small percentage of the business but it’s growing very fast. What we have is a clean solution which people like. We have more sun care coming at the end of April and plenty other innovations later on. It’s a very strong year for innovation.”
