Briony Davies, cosmetics and toiletries manager for market research analysts, Euromonitor, told CosmeticsDesign-europe that "As the whitening market gets larger in Asia and other countries, most personal care products now have whitening ingredients in them, such as deodorants, facial washes and body creams" "However, the market is now so full it is becoming stagnant, which is allowing for more micro-segmentation from manufacturers into the skin brightening area - catering for consumer who want a brighter complexion, without the harsh effects of whitening products". Research and development focusing on the color frequencies of the face and how it reflects light showed that as skin ages, the ability to reflect light diminishes. This is caused by the fact that proteins in the skin's epidermis become cross-linked and rigid, resulting in a loss of transparency and color. Therefore, rather than cause the skin to visibly whiten, brightening products even out tone, discolorations and blotchiness of the skin, causing the overall appearance to be brighter and smoother. After tapping into the lucrative Asian skin whitening market, where pale skin is culturally desirable, many manufacturers are beginning to notice that the skin whitening industry is becoming over run by products, and fear that it may begin to plateau in the near future. Davies, stated that companies, such as Clinique, are now targeting the large ethnic communities in Europe and the US, as well as Asia, with products that offer alternative solutions to the dramatic results of skin whitening. Manufacturers have launched many ranges this month - targeting the consumer who does not necessarily feel that having white skin portrays 'beauty', but is attracted to the overall tone definition that skin whitening products give. According to data from market research analysts Mintel the US and Japan have seen the most activity, however, the UK has also been targeted as a launch pad for many manufacturers keen to capitalise on the growing trend. Vitage has launched a brightening skin renewal facial kit that uses a serum formulation to brighten the skin whilst also reducing sun spots and pigmentation. Likewise, personal care giants Proctor and Gamble (P&G) has targeted Ireland for the launch of its Olay Regenerist replenishing cream that contains a new peptide, camosine, which is said to have 30 per cent more anti-oxidant strength and boots skin cell renewal to give an all over brighter effect.