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WHAT'S UP IN 2021 FOR WHITENING & UV PROTECTION?

Although Black Lives Matter movement had prompted most Western brands to change their naming or suppress some of their products line in 2020, Asian brands had had little reaction… Until now! The Japanese cosmetic group KAO has just decided to stop using the word “whitening” in their products.

Formaly, whitening category is described with Chinese characters 美白 = 美 for beauty + 白 for white.  To be part of this category, specific registration has to be done and then support the allegation of 'action against dark spots' which is a key beauty concern. 

Now, it is often replaced by ブライトニング = for brightening to highlight more global benefits on skin complexion fighting against dullness and glycation. Even though the category is likely to remain extremely active as UV protection (including blue light), lifestyle stresses (including lack of sleep) and aging solutions (against melanogenesis process for instance).

Let's discover hereunder a glimpse of the latest trends for whitening / brightening & UV category in Asia, freshly coming from our latest Whitening & UV protection full report.

 


 
Whitening n UV New skin ideals

Going from 'whitening' to 'brightening' reflects the evolution of what is the ideal skin for Asian consumers.

🇨🇳 Ideal skin in China: there is a desire for translucent, bright and flawless skin tone with ‘Zero Color Difference’, which makes evenly bright skin' becomes the new focus of whitening in 2021.

🇯🇵  Ideal skin in Japan: consumers are looking for skincare that helps improve the overall quality of the skin or bring out skin’s translucency to create a healthy-looking skin with vitality.

🇰🇷 Ideal skin in Korea: it is no longer about making the skin whiter but aims to care for radiance and translucent skin through sufficient hydration and removing dark spots. Deeply anchored in a form of inclusivity accepting the diversity of Asian skin tone shades.

🌏 Ideal skin in South East Asia: although whitening category remains strong, there is an evolution towards terms like 'lightening': the idea of bringing a healthy radiance to the skin but respecting the diversity of skin tones + a new obsession about protecting skin from blue light.
 

Whitening n UV Product focus

Efficacy is 2021 key word that best describes the evolution of whitening & brightening products.
Melatonin + Super ingredients + New anti-aging are the 3 major focus of this efficacy quest.

1️⃣ MELATONIN
One of latest innovation comes from leading Japanese brand POLA with White Shot Skin Protector DX SPF50+/PA++++ (QD): the brand's first daytime cream pairs whitening care with multi-functional UV protection, rebalancing the effect when skin has a lack of melatonin. This lack of melatonin comes from extended exposures to blue light from screens, decreasing melatonin production > affecting the skin ability to protect itself > letting it be easily sunburnt. The combination of POLA new complex of ingredients claims to protect translucent bright skin from this process.
More info from our latest 'What's up in Asia • Whitening & UV protection' report.

2️⃣ SUPER INGREDIENTS
In China, Niacinamide remains a star ingredient for brightening care, combined with other powerful actives such as Tranexamic Acid or Sulfonic Acid. Those combinations deliver long-lasting anti-oxidation, firmness, radiance and translucency to the skin.
More info from our latest 'What's up in Asia • Whitening & UV protection' report.

3️⃣ WHITENING + ANTI-AGING
New developed tech & ingredient combos favor anti-dullness and anti-oxidation actions for a pure refined skin look. ATTENIR has developed a “Melano Navigation function" that helps discharge accumulated melanin related to the formation of aging signs.
More info from our latest 'What's up in Asia • Whitening & UV protection' report.
 

Whitening n UV Perfect bright skin
Perfect bright skin starts with UV protection.

☀️ UV CONCERN #1: ENVIRONMENTAL AGGRESSIONS
+60% of everyday sunscreen users want their sunscreen to prevent the adhesion of micro-particules (dust, PM2.5, pollens) on skin according to 2020 KAO's survey.
Solution: new barrier tech in shape of protective films, veils or masks are developed to protect skin against micro-particles and any form of external stimuli that make the skin rough and irritated.
Product highlight: BIORÉ UV Barrier Me Mineral Gentle Milk SPF50 / PA+++
is inspired by the “Outer skin” = a thin, uniform UV-blocking film adhering to the body just like a second skin layer to prevent adhesion of micro-particles such as dust, pollen, PM2.5, pollens.
More info from our latest 'What's up in Asia • Whitening & UV protection' report.

☀️ UV CONCERN #2: IRRITATION & DISCOMFORT WITH SUNSCREEN
Solution: brands are developing tech such as zero-friction formulas for sensitive skins to provide ultimate comfort while wearing UV protection skincare.
Product highlight: ANESSA (SHISEIDO) Perfect UV Mild Milk N SPF50+/PA++++. It is formulated with the world’s first “Smooth Protect Technology” that reduces the use of UV filters without compromising the strength of UV protection to provide a comfortable application.
More info from our latest 'What's up in Asia • Whitening & UV protection' report.

☀️ UV CONCERN #3: UV PROTECTION & COVID NEW LIFETSYLE
Mask-wearing has seen the reduction of skincare & make-up routines with movements such as #fadefree or #onemilemakeup.
Because of at-home times increase, consumers want global solutions to avoid make-up transfer on mask while looking good on Zoom calls even without a full-face make-up.
Solution: Tone up UV with color correcting effect to enhance natural radiance, soft skin and glow while offering long-lasting protection from the sun. The perfect combo for mask make-up.
Product highlight: ALLIE Color Tuning UV SPF50+/PA++++ is a “No Foundation UV” with a color-correcting effect even when no foundation.
More info from our latest 'What's up in Asia • Whitening & UV protection' report.
 


GET OUR FULL REPORT
ON WHITENING & UV PROTECTION


Asia Cosme Lab Whitening n UV protection report cover

Whitening & UV protection category is one of the most important all over Asia. We keep a constant sharp eye on the new trends, consumer insights, products & ingredients that shape the evolution of the category. Major & fast shifts are rising facing new covid era lifestyle. We help you to explore and digest the key drivers of success.
📩 Contact us to get our latest 'What's up in Asia • Whitening & UV protection' report  📩
 

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