Hair care consumers are more likely to pay more for products that feature potent and multifunctional ingredients, which have proven to be effective, says KERASILK.
Aussie skin care brand Plendi adopts a single-product strategy to navigate the challenges of cosmetics start-ups in the local market, including competition with big players and cost concerns.
South Korean delivery app Baemin has taken a leap into the Vietnamese beauty market by launching a skin care and makeup brand, and is capitalising on K-beauty trends to customise products for the needs of local consumers.
Cosmetic formulators must start thinking more holistically about the wider potential of multifunctional ingredients that can offer product protection and more, says Symrise.
Special Edition: PROTECTIVE BEAUTY – SUNCARE, ENVIRONMENT AND STRESS
Brands should consider ingredients that have both beautifying and protective properties as consumers seek out multifunctional beauty and personal care products, say market analysts.