Mintel's Asia-Pacific team shares their latest research on hybridization in the face powder sub-category and what that could mean for brands in Asia. Facial powders represent the next subcategory to embrace the current hybridization trend and brands can offer new functionality, formats and usage occasions to boost consumer demand. Brands could explore botanical ingredients – superfoods and flowers, for example – to bolster facial powers’ efficacy and natural positioning. Growing concerns over pollution and the environment could also be taken into consideration to promote pollutant-specific products, stressing convenience and ease of re-application in pollutant-rich areas.
Supporting Role in Daily Make-up Routines
Facial powders – more commonly known as ‘loose’ or’ finishing’ powders – currently make up the final step in many consumers’ daily cosmetics routines. They typically play a supporting role in the make-up routine, as they are usually used to enhance the effects of other, more prominent make-up products, such as foundations, creams and concealers. While these products have so far achieved only moderate success in China with over 25% penetration, consumers note that their usage more than doubles when preparing for a special occasions.
Makanai Cosme Sakura Cherry Blossom Silk Translucent Loose Powder with Gold Leaves features silk and golden leaves for an elegant shimmer. It contains fermented rice bran, camellia oil and licorice root extract.
For the full report, check out Mintel's analysis: https://goo.gl/VKavjA. To getting an even deeper view on Asia's hottest beauty trends, don't miss the Beyond Beauty Trends conference and much more at China Beauty Expo 2017 (23-25 May 2017 - Shanghai). Register today at: https://goo.gl/YiV8p6