‘Transcending conventional formulations’: Bio-essence goes for gold to meet escalating expectations in mass market

By Amanda Lim

- Last updated on GMT

Bio-essence’s latest gold and caviar inspired launch aims to align with an increasingly sophisticated consumer. [Bio-essence]
Bio-essence’s latest gold and caviar inspired launch aims to align with an increasingly sophisticated consumer. [Bio-essence]

Related tags Skin care Singapore Mass market

Bio-essence’s latest gold and caviar inspired launch aims to align with an increasingly sophisticated and demanding mass-market skin care consumer.

The Singapore-based brand is aware that the contemporary consumer is extremely demanding – even at the mass market level.

This reality is pushing the company to meet the need for “skin care solutions transcending conventional formulations in the mass market”, ​said Joanne Tan, head of marketing and e-commerce at Wipro Consumer Care Singapore.

Its latest launch, Bio-Gold 24K Black Gold Water was influenced by the evolution of the mass market skin care consumer.

“Bio-essence acknowledges the ever-changing landscape of the skin care market and strives to present a comprehensive array of products that effectively cater to a spectrum of skin concerns and preferences.

“The primary objective was to craft a sumptuous and luxurious product at a competitive price point that not only aligns with but surpasses the expectations of consumers in search of efficacious skin care solutions,” ​said Tan.

This strategic move aims to not only satisfy the brand's existing loyal customer base but also attract new consumers that are search of high-quality, result-driven skin care products, said Tan.

All that is gold

The latest launch is part of the firm’s best-selling Bio-Gold Range. According to the company, it accounts for 35% of total brand sales and is still going strong with loyal users.

“This positive reception has served as a catalyst for the development of the Bio-Gold 24K Black Gold Water,” ​Tan said.

“The incorporation of gold in skin care has resonated well with consumers seeking luxurious yet effective solutions, and customer feedback and market performance have consistently indicated a high level of satisfaction amongst consumers.”

In addition to gold, the new product also features caviar – an ingredient that is synonymous with luxury.

“Bio-Gold 24K Black Gold Water taps into the largely unexplored potential of black caviar as a skin care ingredient, addressing the contemporary desire for a versatile product that aligns with busy lifestyles. This innovation aligns with the prevailing trend of incorporating luxurious and scientifically advanced ingredients into the day-to-day skin care regimens.”

According to the company, the new product serves as a “lightweight toner with the efficacy of an essence”.

The product aims to protect the skin against harsh ultraviolet damage – a key concern for Asian consumers.
“The formulation meets the rising demand for anti-ageing remedies while safeguarding against environmental aggressors like pollution and UV rays… This reinforces Bio-essence's position as a leader and pioneer in the mass market skin care segment.”

Tan told us that the company, which also owns the cosmeceutical band Derma Lab, is exploring “more advanced formulations”​ to meet shifting consumer needs.

She hinted that the brand is currently exploring the potential of developing personalised skin care routines.

“Bio-essence is dedicated to remaining at the forefront of the beauty industry, ensuring that our services and products align with emerging trends and deliver exceptional results to our valued customers. Stay tuned for exciting developments that reinforce our brand's commitment to excellence and innovation in skin care.”

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