Latest Asian color cosmetic launches demonstrate growing diversity

By Simon Pitman

- Last updated on GMT

Related tags Cosmetics

Although skin whitening has played a major role in the Asian color cosmetics category in recent years, this selection of latest off-the-wall launches show not a hint of the trend.

Demonstrated at Mintel’s Innovation Zone, at this month’s in-cosmetics Asia event, in Bangkok, Thailand, the launches demonstrate how this particular category is growing in both diversity and sophistication as Asian consumers show unabated interest in anything new and innovative.

Neo Camo Cream
Neo Camo Cream

Perhaps one of the most intriguing products to be highlighted at the event was a male make-up product from South Korean company The Face Shop, which is targeted at the country’s significant armed forces.

Korean soldiers get the full make-over treatment

Male grooming has taken off with zeal in the country in recent years, underlined by a growing range of male-targeted color cosmetic products, a trend that has even spilled into the country’s military ranks, it would seem.

The Face Shop New Classic Homme Grooming Camo Cream can be applied quickly and easily providing excellent coverage that can likewise be easily removed after military practice, its manufacturer claims.

It retails in a surprisingly stylish pack that contains three 6 gramme shades of camoflague cream in khaki, black and dark brown that currently retails for approximately $7.25.

Face powder designed to cool and moisturize

Moving to Japan, Haba Laboratories has launched a color cosmetics powder that has recently been reformulated and repackaged as a more innovative product targeting with multi-functional use.

The reformulation of this limited edition loose powder means that it incorporates aqua release capsules containing moisturizing ingredients that burst upon contact and aim to cool and refresh the skin during warm summer weather.

It is also said to tighten pores and leave skin refreshed, while concealing dullness and pores, and contains 65 percent moisturizing elements, non-organic pigments and prevents make-up from ‘creasing’, all for around $24.

Haba Face Powder

Mascara remover that conditions lashes

Still in Japan, Isehan has re-launched an eye cleanser for color cosmetic removal, featuring a repackaged and re-branded Heroine Make Mascara Remover N, which was previously known as Kiss Me Heroine Make Mascara Remover.

It features a more concentrated formula designed to melt mascara, which is said to be particularly effective at removing waterproof make-up with ease, while also caring for eye lashes by using ingredients such as ginseng, camellia, royal jelly and rose hip with an $11 price tag.

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