Aftersun care part 3: Sheets masks are a natural springboard

Asia is the leading region in the global facial skin care market. In 2018, innovation is the buzzword on formulators lips in the Asian aftercare sphere.

Unique marketplace needs​

Anti Brumm After Sun 2 in 1 Lotion, which claims to provide effective protection against mosquitoes whilst caring for skin after sun exposure, and Revox B77 After Sun Serum, which adopts a serum format for after sun, are recent inspirational cutting-edge developments leading change amongst Asian brands.

Yet at present, these are not making their way onto the skin care scene. However, the sector is slowly now starting to evolve, with “clinics tapping into this shift and promoting ‘laser toning after vacation’ treatments”​, Jane Jang, Senior Beauty Analyst, Mintel, pointed out.

‘Tone-up’ cream solutions are an example of this. An emerging facial cream format from South Korea, the skin care application “helps to make the skin instantly white thanks to ingredients like calamine or titanium dioxide, all while offering a long-term whitening effect”.​

There is a distinct difference between the benefits and purposes of these two skin care segments. While “soothing, cooling and hydrating products for sensitive and dry skin are looked upon as first aids, whitening care for skin tone and blemishes are considered a separate step”.  ​

Brands need to leverage these unique qualities to appeal to varying drivers and demographics within APAC.

Creating innovation​

Leveraging new formats for after sun, such as sheet masks, facial packs, sleeping masks and watery gel textures are proving popular with both Asian consumers and those overseas. These have also been largely inspired by APAC brands’ choice of ingredients, applications and packaging.

Existing brands within the sheet mask sector are building on the segment’s success to date by adding the textures, formats and benefits of after sun care products to familiar formats such as natural sheet masks and leave-on capsule masks.

Innisfree’s Leave-In Capsule Recipe Pack and ekél’s Super Potato Natural Essence Mask are two examples of brands marrying sheet masks with after sun protective benefits.

Global comparisons​

In Europe, after sun usage rates were high in 2016; between 35% and 60% of consumers in France, Germany, Italy, Spain and the UK used after sun products, according to Mintel research.

Although Europe and the US will “continue to be the mainstay of the after sun market”​, Asia is tipped to see growth in the after sun market and brands within the region will focus their efforts on developing advanced launches in the region.

Despite being primed for growth, Jang cautioned that the Asian marketplace “still requires time as market penetration can only be realised with lifestyle changes and when consumers have grown accustomed to treating sunlight”. ​