in-cosmetics Asia: Brands to address effects of pollution

AMONG environmental stressors that can have adverse effects on the skin, air pollution is becoming a top concern among consumers, particularly in China but also in cities in rapidly urbanizing Southeast Asia.

As such, the anti-pollution claim in skincare launches grew its share rapidly in 2013 and shows signs of maintaining this growth in 2014, according to Emmanuelle Moeglin, Global Fragrance & Personal Care analyst at Mintel.

Emmanuelle Moeglin of MIntel addresses ‘Protection against Pollution’ at in-cosmetic Asia

Increasing number of brands are responding to this emerging trend, Ms Moeglin said in her presentation on Protection Against Pollution at in-cosmetic Asia on Wednesday. “In terms of products and ingredients, we are now seeing brands are taking following approaches: claims of shielding and repairing, repositioning existing products, green concept, and combining advanced technology & natural ingredients,” she explained.

In terms of marketing, brands are creating new claims, marketing lifestyle and healing/detox as well as eco-friendly, and educating consumers, she added.

Going forward, Ms Moeglin pointed out that more specific anti-pollution terminology will emerge, such as specifying the source and chemical composition of the pollutant and ingredients backed by certification organizations. Furthermore, as"protective" ranges products will offer under or top protective coating and will include from inside-out topicals, wearables and ingestibles.