From watery lotions to snail slime, why better skincare is a growing trend for Asian millennials
- New trends such as double-cleansing are emerging in Asia, where consumers are committed to a thorough regimen at home
As spring approaches, STYLE spoke to Jane Anders, head of innovation, Estée Lauder Asia-Pacific, about the latest trends in beauty. She says that skincare is gaining in importance against make-up, which has been dominant because of a selfie culture, and that Asian consumers have the most complex skincare regimens in the world. Read on for more about products that protect skin from pollution, key beauty trends in South Korea, China and the United States, men’s cosmetics and snail slime.
Texture is key when using multiple products
Texture is an area of innovation for us as Asian consumers have the most complex skincare regimens in the world; many women use six to seven products as part of their routine, and a lightweight texture is important to ensure the products do not build up too thickly. Our soon-to-be-released product, Micro Essence Skin Activating Treatment Lotion Fresh, features sakura (cherry blossom) ferment, and waterlight “essence in lotion”, that works under the surface of the skin to infuse it with strengthening moisture for improved skin stability.
Popular beauty categories vary by region
Putting the spotlight on beautiful, healthy skin is a key focus in many markets in Asia. In China, we’re seeing consumers using foundation and cushion foundations to perfect skin. We’re also seeing consumers in the market making bolder decisions on their lip colours, finishing the look with a strong lip. In Korea, the trend is for a dewy, radiant foundation look where it seems like the skin is lit from within and full, fluffy lips. In the US and UK, the focus is more on strong eyes with cheeks sculpted with the help of a shimmer highlighter.
Skincare is increasingly important to millennials
A few years ago we saw skincare sales slow down and those of make-up accelerate as selfie culture kicked off, but over the past 18 months we have seen huge growth in skincare. I think consumers recognise that the basis of good make-up lies in good skin. The growth in Asia in skincare is really in watery lotions, which is the first step in the treatment and moisturising process, followed by serums.
