Helene Hine, Marketing Manager for Sun Care, recently visited Asia, where she heard about the importance of the G-beauty trend driving success of German brands and influencing local brands in Asia. Asian consumers of Sunscreens like the fact that G-beauty follows European standards for clean and highly efficacious formulations. G-brands also tend to have minimalist formulations and rely on mineral only sunscreens which appeals in today’s clean-driven, eco-friendly world.
Have you heard of “Checksumer”? It’s Korean slang for the savvy consumer who checks-out (researches) a product before making their purchase. Parents are a particularly large segment of Checksumers as they search for safe and healthy products for their children. For cosmetics this type of consumer is reflected as the ingredient conscious shopper who is seeking transparency and ingredient information before they purchase a product, and these consumers highly favour mineral sunscreens. Eun Young Choi, Sales Development Manager in Asia, shared the HwaHae app, this allows consumers to see potential unsafe or toxic ingredients and displays products suitability for differing skin types as well as consumer product reviews.
Mintel has recently reported Korean consumers consider mineral UV filters to be safer for the skin and more environmentally friendly than chemical sunscreens. “Brands capitalise on the opportunity by educating consumers on mineral derivatives like TiO2 that form a physical barrier, and highlight ‘inorganic’ as a key word”.
So it seems that the same trend we have seen in Europe and the US over the past few years is translating to Asia. Beyond the demand for clean beauty products though, it appears that the safety angle and a simpler approach to products and claims is gaining appeal in the Asian market. Global Cosmetics News have reported that “while the clean beauty movement can certainly be credited with the increased interest in German-made, the category’s growing popularity is about more than its no-nasties approach; a distinct lack of hype and gimmickry is the real attraction here”.
Simple formulations using effective and safe mineral sunscreens like Solaveil now seem to have truly global appeal! Find out more about our range of mineral sunscreens by visiting the Sun Care area of our website.