Top beauty trends spotted at Cosmoprof Asia Digital Week 2021


Anti-aging treatments

With rigid stereotypes of beauty still the norm in many Asian societies, anti-aging cosmetics have traditionally been a large and important market in the APAC region. In countries like China, for example, buyers of anti-aging are getting younger and even women in their early 20s are starting to buy beauty products that promise to guard against the signs of premature aging. .

At CADW, many facial care products had a distinct high-tech or medical vibe. Japanese manufacturer Alen International introduced Skin Scientist AI, described as an anti-aging serum formulated with “smart” capsules of ingredients that recognize damaged areas of the skin barrier and deliver the specific assets needed. Malaysia Sky resources presented the Age Halt Needle Free Serum which contains Neodermyl complex and hyaluronic acid. And Changzhou Weibo High Tech Biotechnology from China specializes in freeze-dried functional cosmetics. The brand Freeze-dried repairing mask Centella is a water “activated” sheet mask that transforms the active ingredient into a rich, thick essence.

Microbiome and sensitive skin

The global microbiome skin care trend was also visible at the show, especially among Korean exhibitors. Product launches have highlighted soothing and microbiome-boosting ingredients like ferments and probiotics.

K-beauty brand Reinplatz‘s Sensitive Soothing Serum contains centella asiatica and saccharomyces ferment to strengthen the skin barrier while Aqua Derma Cream in a Korean microbiome researcher Bifido‘s Bifidolab The facial care line combines probiotics with hyaluronic acid to strengthen the microbiome. And Korean compatriot Biomeek‘s Sensimetic Soothing Tonic contains a special barrier complex and hyaluronic acid to deeply hydrate sensitive skin.

Local ingredients

While international skin and body care labels are, of course, still popular in APAC, there has been a marked increase in domestically made cosmetic brands in many large regional markets. Local pride reigns supreme in a number of Asian countries.

In China, the recent popularity of local beauty products has increased thanks to the guochao tendency [Chinese retro trendy] which, in turn, has been fueled by the current rise of patriotism among the younger generation. Hanbang beauty [based on traditional Korean medicine] has been popular in Korea for decades, while Japanese consumers are traditionally very grateful for beauty ingredients or foods specific to their region. However, value for money also plays a crucial role in some APAC markets. In the developing economy of Indonesia, for example, domestic beauty has also grown since the start of the pandemic, but here the cheaper price (compared to imported brands) plays an important role.

At CADW, many Asian exhibitors presented products with specific regional ingredients. japanese beauty brand Edobio, for example, recently launched the Saketernal Hydration Serum which contains lactobacillic fermented sake lees and sweet potato root extract. korean manufacturer Root base The range of facials are formulated with ingredients traditionally used in Korean medicine. the Roots Base Hydrating Essence Tonic includes poria cocos, a medicinal mushroom that grows among the roots of pine trees. Companion of the K-beauty label AccojeThe products of are based on ingredients from the famous Jeju Island in Korea. The brand Dust Block Finisher is an anti-pollution moisturizer formulated with Jeju pine leaf extract and Jeju green tea.

Personal perfume

Another product category that made a strong appearance at CADW was personal fragrance. Traditionally, fragrances have not been a big market in APAC and until a few years ago the Asian fragrance industry was dominated by international mainstream classic fragrances. Then niche fragrances appeared on the scene – in China, for example, the demand for independent fragrances quickly exploded – and now a handful of new Asian fragrance houses are shaping the domestic fragrance markets, especially among GenZ consumers. .

More subtle fragrance options like solid and cream fragrances are a popular format in Asia judging by the number of national fragrance houses showing these types of products at the show. New Korean brand Come to me, for example, offers several perfume creams packaged in tubes, while the Japanese perfume house Sholayer the best sellers include their Perfume Cream and Cologne Cream. The brand has also just launched a Alcohol-free perfume spray said to be particularly suitable for customers who wish to avoid alcohol or who do not usually wear strong scents.

Home fragrance and aromatherapy

Scent is also increasingly associated with wellness and mental health in Asia, with aromatherapy-influenced perfume products highly visible at Cosmoprof Asia Digital Week. This trend is, of course, directly linked to the effects of the ongoing pandemic, correlating with the worldwide surge in popularity of personal care products promising relaxing, calming or sleep-enhancing benefits.

Korean perfume brand Je Gentleman for Men presented its two new scented fabric sprays inspired by the brand’s iconic masculine fragrances. Scented aromatherapy mask sprays are also popular pandemic launches – Sholayered recently released a mint scented fabric mask spray. Japanese exhibitor Edobio spear Aroma Floreeze Spray, which is formulated with lactic acid, green tea extract and lavender. Korean perfume start-up Deep scent introduced its official Arom “Aroma Styler”, a smart perfume device filled with fragrance capsules and then able to be programmed with the user’s preferred fragrance blends. Arom’s latest official launch is a line of scented travel sets that take customers on an olfactory journey to nine international destinations, including the Korean island of Jeju, the French city of Grasse, Sapporo in Japan, the Maldives, Los Angeles and Seattle.

The following Cosmoprof / Cosmopack Asia will be held in Hong Kong from November 17-19, 2022 (hopefully), celebrating the 25th anniversary of Asia’s leading trade fair.

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