Derma in demand: Consumer need for more ‘preventive’ skin care creating fresh opportunities

According to Denise Lee, regional client consultant at Euromonitor International, there are several factors leading to the growth of dermocosmetic trends in Asia.

The advent of more sophisticated routines and skin regimens, for instance, have given rise to consumers becoming better educated about using products on a daily basis in order to achieve results that prevent skin damage.

Furthermore, consumers are increasingly aware of the ingredients in their products which this is helping to drive awareness and demand for dermocosmetics.

“Dermocosmetics will continue to grow as consumers increasingly believe that beauty starts with good and healthy skin, rather than relying on colour cosmetics to hide bad skin. It’s this awareness of and a growing pre-occupation with skin sensitivity that will drive forward key growth opportunities for dermocosmetics in the future,” ​said Lee.

According to Lee, the strong belief that ‘prevention is better than cure’ is leading consumers to seek out concepts around health-aligned preventive and therapeutic solutions.

“These serve as the underlying source for the growth in dermocosmetics. Consumers of all ages are looking for the positive effects gained from dermatological procedures, but they lack direct access to dermatologists. It is in this gap that dermocosmetics has evolved as either a substitute for, or complement to, medical recommendations,” ​Lee elaborated.

Targeting specific concerns

According to a Euromonitor beauty survey, an increasing number of consumers are identifying with sensitive skin concerns. Influenced by more skin care and skin health education, these consumers are choosing products that can shield themselves against external factors like pollution, sun damage or lifestyle stress.

With an emphasis on long-term health and prevention, dermocosmetics brands resonate with consumers who are now more aware of the potential damages that environmental factors like UV light can pose to their skin.

This creates opportunities for dermocosmetics brands to create products with more targeted claims.

Lee added that companies that took an early advantage of the shift in consumer preference are now ahead of the game in terms of profiting from sought-out consumer benefits.

“While sensitive skin is not a new consumer need in the dermocosmetic space, products that claim suitability for sensitive skin are becoming more specific. For example some products are claiming to reduce redness and, more specifically, alleviate rosacea,”​ she said.

In addition, said Lee, the high pollution rates and stressful lifestyles in Asia are driving consumers to look for products that focus on specific problem areas such as acne-prone skin, blackheads or dark circles.

Lee believes there is still room for innovation in the dermocosmetics space. “With a heightened focus on innovation surrounding the skin microbiome, means there is an abundance of growth opportunities in the dermocosmetics sector.”​

Denise Lee, Regional Client Consultant at Euromonitor International, will lead a session at in-cosmetic Asia on ‘Skincare trends in APAC: the rising demand for dermocosmetics’ on Tuesday 5 November at 11:00 in the​ Marketing Trends Theatre. For more information on the in-cosmetics Asia 2019 education programme, visit: ​https://asia.in-cosmetics.com/​​