ANALYSIS 15
ageing narrative and advocate a new set of pro-health skin solutions that are driven by blue light protection.
Aftersun offers new opportunities There exists a gap in aftersun products in the Asia Pacific region, with Mintel GNPD revealing that aftersun products account for just 5% of all sun care products launched in the region between 2016-2018. While there are a few existing products on the market that claim to soothe skin, launches positioned as aftersun-specific remain largely untapped—and this is happening in India as well. According to Mintel GNPD, just 4.4% of all sun care products launched in India between 2016-18 were designed for aftersun care. The aftersun care space is definitely one that companies and brands should start exploring, particularly as Mintel research shows that one in four Indian sun care users are interested in sun care products with cooling effects.
A whitespace opportunity exists for companies and brands to target non- sunscreen users in India with post-sun exposure products that offer cooling benefits. Moreover, aftersun products can aid DNA repair, which helps in preventing skin ageing. Brands can venture into the aftersun care segment with ingredients that offer cooling benefits, like aloe vera, and highlight claims such as ‘contains DNA repair enzymes’ or ‘helps rebuild the epidermis’ on the pack. However, these claims need to be backed up with wider marketing campaigns that educate consumers.
Scope for multi-functional products in India Mintel research indicates that Indian beauty and personal care consumers prefer products that offer multi-functional benefits over having to apply many products. In fact, the top five benefits that sun care users look for when buying a new facial or body sun care product include moisturising, anti-pollution, long-lasting protection, natural ingredients, and
brightening/lightening skin. The makeup category is blurring with consumers seeking additional benefits when looking for cosmetics. For example, sun care products in a powder format would serve the dual purpose of sun protection as well as makeup benefits.
Colour cosmetics definitely
represent an opportunity for sun protection; Mintel GNPD shows that of all beauty and personal care products launched in India between January 2016 and June 2019, 16%
November 2019 Lancôme.
of face colour cosmetics (foundation and highlighters) and 9% of lip colour products carried the ‘UV protection’ claim. In this light, companies and brands have an opportunity to offer hybrid products with both skin care and makeup benefits to effectively cater to different usage scenarios and consumer demands.
The Kosé Cosmeport Suncut Tone Up.
Hybrid sun care products offering protection and whitening benefits Lancôme UV Expert XL-Shield Ultimate XL UV Protection CC Cover SPF 50/PA++++, Japan
This CC cream features blue light shield technology to prevent skin pigmentation from the blue light emitting from sunlight, smartphones or computers. Developed for Asian skin, the cream claims to help combat UV rays, external aggressions and free radicals, correct imperfections, blemishes and provide even skin tone instantly for a flawless finish.
The Kosé Cosmeport Suncut Tone Up UV Essence SPF 50+/PA++++, Japan This sunscreen for face and body is said to adhere onto skin to provide a long-lasting effect and protect from environmental stress including UV rays, pollen and dust, while enhancing and prolonging the wear of foundation. The product features a formula designed to brighten up skin tone instantly.
Dr. Magic Purification + Energy UV Defense Illuminating Sunscreen SPF 31 PA+++, China This product features a serum texture that works well on the skin to provide deep hydration and soothes skin irritation caused by UV exposure. It claims to provide 12-hour hydration and brightens skin colour, corrects skin tone and
Dr. Magic Purification + Energy. increases hydration. PC PERSONAL CARE ASIA PACIFIC
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