Garnier brand renewal: Asia’s skin care ideals are ‘aspirational for the rest of the world’

Garnier announced its renewed product range at the Green Academy launch in Singapore.

“We are renewing all our products with more efficacious formulas, new packaging, and exciting breakthrough innovations made just for Asian skin,” said Andre Albarran, Garnier senior vice president of global marketing for emerging markets.

Albarran highlighted that one of the brand’s most successful products today, Bright Complete Vitamin C Serum, was developed with a focus on the SEA market.

It was designed to cater to the specific skin care needs and concerns that are prevalent in this region, such as pigmentation, dark spots, and uneven skin tone, which are often exacerbated by the tropical climate and high sun exposure.

According to NielsenIQ RMS data, the product was the number one serum in 33 countries globally as of April 2024.

“It’s the number one serum in the world and has more than 500,000 five-star reviews… It was born here in SEA and has become a worldwide success. And this is not a coincidence. At Garnier, we have extensive knowledge and expertise on Asian skin. And this allows us to create the most performant and relevant skin care products for our consumers here in the region,” said Albarran.

He noted the significant influence of SEA on global skin care trends, highlighting how the diversity of the region has cultivated a highly demanding consumer base.

“South East Asians and Asians, in general, are obsessed with skin care, and are very much an inspiration for the rest of the world. A lot of the trends are born in Asia then are exported and arrived with globalisation to the Western world as well. We’ve realised that at the end of the day, the ideal beauty of skin that comes from Asia is very aspirational to the rest of the world.

“That's what we see with Vitamin C Bright Complete Serum that was born here, and was exported to the world, and now it’s the number one serum worldwide… It’s one example of this high expectation that we can find here in Asia.”

The brand has a robust presence in SEA with facilities to help it better comprehend and meet consumer expectations.

“We are proud to have a strong set-up in SEA with 13 sites in several countries of the region. Amongst them are our laboratories, but also a consumer research centre. And this set up allows us to deeply understand the biology of Asian skin, how external factors also affect it, and consequently, what Asian consumers also expect from their skin care solutions,” said Albarran.

The new and the improved​

The Garnier Green Academy showcased a range of new and updated products.

Garnier’s Super UV Invisible Serum and Air-Mist Sunscreen are two such new products. The sun care products incorporate its Air-Lock Technology, providing maximum SPF 50+ PA++++ protection while allowing the skin to breathe and locking in moisture.

The formulas also incorporated Vitamin C to protect against oxidative stress and prevent dark spots.

Garnier Bright Complete Vitamin C Booster Serum now boasts a new formula with a Vitamin C+ formulation that combines Vitamin C with a beta-hydroxy acid (BHA) and niacinamide. According to a firm, it has been clinically proven to be 30 times more effective than traditional Vitamin C.

The brand also launched a 10% pure vitamin C serum meant for nighttime use.

The new products also highlight Garnier’s commitment to the green sciences.

“Our refreshed brand identity, grounded in green sciences to deliver tailored innovations for Asian skin needs, underscores our commitment to advancing solutions that are effective, sustainable, and accessible — enabling us to pursue our quest to shape the beauty of tomorrow for generations to come,” said Albarran.

Garnier goes back to school

The Garnier Green Academy is part of its #NotAllSkincareIsTheSame campaign.

The three-day event gathered over 300 industry experts, beauty creators, and dermatologists from South East Asia and India to explore its skin care innovations and sustainable formulations.

“The launch of Garnier Green Academy in Singapore marks a significant milestone in our accelerated journey across Asia. As a hub of innovation and trendsetting in the beauty industry, Asia plays a pivotal role in shaping our global strategy,” said Albarran.