Japanese consumers spend more per capita on skin care than consumers in Korea, the US, UK, China, and France, and marketing manager, Beauty Care Japan, Hiroshi Ogawa tells CosmeticsDesign-Asia.com that working closely with their demands ensures the best possible product.
“Japanese consumers have a real eye for quality and expect more from their products. Therefore to meet this demand the level of performance must be optimal – developing to this standard lifts the performance globally too,” he says.
The first of the skin care products launched at the in-cosmetics Asia event in Bangkok, is its EP-9801 Hydro Cosmetic Powder which combines the sensory benefits of an elastomer powder with easy dispersion in water.
It is best for liquid foundations, toners, lotions and water-in-oil creams, and can be directly added into the water phase of formulations without premixing, for ease of use.
Also introduced at the show is the ES-5600 Silicone Emulsifier, which set tongues wagging at the IFSCC conference in Paris a few weeks ago, and won first prize in the SEPAWA Innovation Award ast month.
The emulsifier is designed for sunscreen and BB creams given its titanium dioxide dispersion which Dow Corning claims can increase SPF; and having been developed in Japan, Ogawa feels it coincides with the country focus at the in-cosmetics Asia event.
“It is one example of Dow Corning’s solutions from Japan. It was developed in Japan and now we are offering it globally,” he says.
“In Japan, there are some mega trends such as an aged society, urbanization, and an increasing number of working women. These trends influence consumers’ needs for beauty care products.”
Dow Corning’s Trends Lab program is entitled ‘Life without Boundaries’, and the ‘Driven by Asia’ aspect aims to cater to the emerging beauty preferences of the Asian consumer.
The program as a whole focuses on different regions and develops formulation concepts that target four global trends identified by Dow Corning, which are: Crossover, Generation Z, Virtual Reality, and Great Expectations.