BB,CC,DD creams - What’s next from Asia?

Before her presentation at the most recent in-cosmetics show in Paris, we caught up with Florence Bernardin of Information & Inspiration, an agency that reports on cosmetic trends in France and Asia, to get an idea of what's working right now in the region.

Bernardin is bilingual and an adept of kawaiphilosophy, having trained in the Japanese school of thought for 15 years at Kao Corporation.

"Our aim is to provide European companies, whether or not they are already present in these markets, with added knowledge so as to fuel their creative, future-oriented thinking."​

Trending all over the continent​

Despite there being many markets in Asia, the head of the Franco-Asian team notes that on the back of the success of the BB cream, the region as a whole has seen the cream's purpose evolve, in that its function has now moved on to become more of an all in one /multifunctional product.

She highlights for example; P&G's recent launch of a make-up remover which also acts as a foamer and lotion that caters to the demand of shorter beauty routines.

"Traditional Asian routines are now being replaced by ‘all in one’ products as opposed to 5-10 products, as the demand comes from consumers that seek more of a quick fix with the same benefits and qualities of the usual products they use for the skin​."

Specific regional interests​

"Each country has it’s sense of ideal beauty enhancing many subtle differences from face shape to skin tone."​

Bernardin and her team have mainly focused on Japan, China and Korea and found that with the mature market in Japan, consumers are generally educated to prevention and routine and are seeking a quicker process, and cheaper products.

"A product popular with consumers on this market would be the likes of a mini facial steamer with mobile phone style features for convenient, anytime, anywhere moisture​," she tells this publication.

China on the other hand is noted as a fast growing market, where consumers use up to twelve products in their beauty regimes and are  now looking for reactive products & requesting immediate results, with a total turnover of $16bn.

"Tinted moisturisers are particularly popular with Chinese consumers who rather them over foundations and lotions that replace serums /essences or top creams."​

Finally, Korea is highlighted as being a booming market, with consumers obsessed by cosmetics and perfection and a current total turnover of $7bn.