In the second part of this interview, we spoke to Christina Ho, Regional Skin Care Marketing Manager for Asia Pacific at cosmetics manufacturer Croda about how marketing techniques are transforming the anti-pollution cosmetics and beauty sector.
The key question when it comes to the anti-pollution skin care market is what is leading consumer demand: “Pollution protection is driven by the well-being macro trend, but is also highly connected to real-life issues that the consumer is facing, such as global warming and increased urbanisation,” said Christina Ho, Regional Skin Care Marketing Manager for Asia Pacific at Croda.
“We are seeing more demand for anti-pollution ingredients from customers, as they search for a real functional benefit that they can bring to consumers. This is a new research area, and besides studying scientific papers and literature, we also conducted a global consumer focus group study to understand consumers’ POBA in pollution and anti-pollution cosmetics,” Ho went on to say.
When developing existing anti-pollution products and exploring new areas, it is vital to understand the market to appreciate what consumers require from the latest pollution protective skin care ranges.
“For pollution protection, we are trying to understand what kind of cosmetic performance consumers are looking for as well as the desired efficacy level”
Marketing anti-pollution skin care
As more and more consumers are going online to connect with brands through social media, APAC brands are having to create sophisticated marketing campaigns that reflect the rapidly evolving technological landscape.
“Instant gratification is a technology-driven trend and can be attributed to the high use of social media. The ‘mobile first’ phenomena is changing people’s behaviour and expectations. There is a desire for instant access and instant feeling,” Ho emphasised. “In response, our customers are asking us for more ingredients that offer instant and consumer-perceivable effects.”
The online to offline marketing trend, otherwise known as O2O, has featured heavily throughout the APAC region in recent years as increasingly, customers are seeking an immersive experience between online shopping and traditional brick-and-mortar stores.
“We have been trying to utilise the impact of virtual reality and use it as an aid to help us communicate how a functional active is going to help defend against pollution damage under the skin’s surface; in the epidermis, EDJ and dermis levels,” added Ho.
It’s not just the practical benefits that the anti-pollution product sector provides that is important to consumers, but its sensory impact too.
“Another marketing trend to consider in skincare emulsions is that a consumer’s first impression is sensory. Emulsion still remains a key product in this sector, but Asian consumers do not tend to like thick layer residue on their skin all day long,” said Ho.
“Sensification is an interactive toolkit that we developed to help formulators and marketers navigate the complex landscape of sensory descriptors, in a clear and defined way. By understanding the drivers behind emulsion aesthetics, it is possible to engineer a complete sensory experience that supports your overall product positioning,” added Ho.
Packaging also plays a big part as it “is crucial for a successful cosmetic. Apart from its core function, it also has an aesthetic function and will support novel texture development,” said Ho.
Croda, the cosmetics manufacturer, has recently launched its Citystem product from its Sederma actives business. The new pollution defence functional ingredient supports the removal of toxic and oxidative stress while protecting, strengthening and repairing skin.
Christina Ho is a Regional Skin Care Marketing Manager for Asia Pacific at Croda and will host a session entitled Pollution Protection from 13:30-14:00 on Thursday 10th November at in-cosmetics Asia.