Targeting female consumers who are seeking a brighter complexion, the White range is made up of a day cream, night cream, boosting serum, dark spot concentrate and tonic water. Skin whitening has long since been a booming trend in Asia, where pale skin is culturally desirable, causing the market becoming over-run with products that claim whitening properties. Europe has been slower on the uptake, with tanned skin notably the more desired skin tone for most consumers. However, the new range from Alban Muller shows a notable turn around in European manufacturers thoughts towards the trend - indicating that it is set to become a larger part of the European skin care market The company has used 'main core actives' to create the line, such as ascophylle, liquorice, pearl protein, tangerine, bamboo extracts and AHA 4 flowers - ingredients all known for their whitening properties. With the range also said to 'brighten' the skin, Alban Muller is strategically targeting both the whitening and brightening market, which is now considered to be a desirable diversification from skin whitening. 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. Briony Davies, cosmetics and toiletries manager for market research analysts Euromonitor said "The whitening 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 consumers who want a brighter complexion, without the harsh effects of whitening products". Indeed, many consumers do not necessarily feel that having white skin conveys 'beauty', but are attracted to the overall tone 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 boosts skin cell renewal to give an all over brighter effect.