IN-COSMETICS ASIA 11


Asia – are big news in the beauty industry. ‘Masking’ was the most searched-for skin care term earlier this year, according to Google statistics, and manufacturers are now taking varied and innovative approaches in textures and materials. According to Transparency Market Research, the global sheet face masks market is expected to reach US$336.7m by the end of 2024 (evaluated at US160.4m in 2015). They project a year-on-year growth of 8.7% from 2016 to 2024. Analysts have identified emerging economies such as Indonesia, Argentina, China, Brazil, and India as lucrative markets for sheet face masks for the next few years. The strengthening economies of these countries, growing disposable incomes, and changing lifestyles are all expected to make a significant contribution to the rising revenue of the global market. These markets will also benefit from the increasingly strong presence of manufacturers in the region (Transparency Market Research). As a beauty regime must-have, it is not surprising that it will feature heavily at this year’s in-cosmetics Asia. According to Mintel, 88% of urban females in China aged 30-39 used a sheet mask in the six months to April this year. Three in four used sleeping masks overnight, while 69% of these consumers used sheet masks in the evening. Facial masks that contain snail cream from Korea are extremely popular in Hong Kong, with consumers changing their facial care regime to include the use of a mask as much as twice a week compared with once a week a few years ago. In Singapore, skin care regimes including facial masks that incorporate healing and anti-ageing properties and ingredients such as argan oil serum, green tea extract, vitamin C and mandelic acid are popular. Sharon Kwek of Mintel said: “The popularity of sheet masks remains high and will continue to do so as a result of the product’s ability to offer consumers different skin care benefits in a convenient manner and short turnaround time.”


The latest developments in the sector include the use of watermelon in facial masks, which has captured the imagination of manufacturers and consumers alike for the implied sensation of refreshing coolness. Clay masks in sheet format are also on the rise, due to their improved usability with less mess than traditional clay face masks; and the multi-mask. Perfect for consumers with combination skin concerns, the multi-masking concept enables consumers to address contradictory skin problems simultaneously.


As part of a new Spotlight On Facial Masks feature at in-cosmetics Asia from 31 October to 2 November, Sharon Kwek of Mintel will share her expertise on this trend.


November 2017


A presentation at the Marketing Trends and Regulations stage on 1 November from 1- 1.45pm will explore the latest updates and expectations for future growth within this fast-paced, exciting sector. The feature will include a dedicated


product area showcasing active and functional ingredients and mask materials that are specifically suited to face or eye mask creation. Ichimaru Pharcos will showcase its Biobenefity ingredient, produced to combat damage done to skin by environmental stressors like UV, which causes photo-ageing and pigmentation. Cynaropicrin is in an active component in Biobenefity that prevents these by controlling the activity of Nf-kB in the skin cells. It also effectively minimises noticeable pores and possesses an almost transparent liquid appearance. PoreAway by Mibelle Biochemistry is another cosmetic ingredient that will be showcased in the Spotlight area. Prepared from Mastic (the resin from the Pistacia lentiscus tree), PoreAway was found to inhibit the enzyme 5alpha-reductase type I, a key factor in sebum production. It reduces pore openings and the appearance of shiny skin as well as treating all the signs of adult acne.


Looking for a natural lifestyle


Global lifestyles have changed significantly in recent years. Health and wellbeing are more important than ever before, and consumers are becoming more and more concerned about what goes into their cosmetic products. As a result, a growing number of savvy millennials are rejecting ‘chemical-filled’ cosmetics for natural plant- based alternatives. It is a thriving sector that is expected to hit US$13.2bn by 2018 and leading experts will examine the driving forces behind this growth at in-cosmetics Asia 2017.


Rising concerns about product safety,


recalls and unethical claims have fuelled consumer anxiety towards synthetic ingredients and inevitably contributed to


today’s preference for more trustworthy, natural ingredients. A proliferation of beauty blogs and websites – particularly in Asia Pacific – dedicated to the benefits of going green has also given consumers access to more information than before, meaning they are now better informed and acutely aware of the purchasing decisions they are making. Research from Mintel on the rise in use of natural ingredients in the past two years backs this up. According to its Global New Product Database, 29% of the world’s new beauty and personal care product launches are now created using natural ingredients, a 5% increase from 2014. Skin care accounts for 54% of all launches with natural claims, followed by soap and bath products at 23%, hair care products at 15% and finally colour cosmetics at 3%. The nail care sector is increasingly witnessing the use of natural ingredients to treat and care for the nails, but as with all categories, it is clear there is room for safer, greener beauty in this area and the potential for this sector is huge. Sharon Kwek, believing that growth is definitely on the horizon: “The trend for natural active ingredients started out predominantly in skin care, and has since extended to colour cosmetics and hair care. It’s also interesting to see the fragrance category adopting the naturals trend too. There are definitely more avenues to be explored within the beauty industry, particularly looking across different demographic groups, formats and textures, to find untapped opportunities for new innovations.”


Demonstrating their growing influence on the cosmetics industry, natural extracts will be a major focus at this year’s in- cosmetics Asia. Comprising a product showcase and a presentation in the Marketing Trends Theatre, the event will feature a dedicated ‘Spotlight on Natural Extracts’ area. This will help manufacturers source novel plant and marine extracts for application in personal care product formulations.


PERSONAL CARE ASIA PACIFIC


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