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Brief Published: 15 Nov 2018

New Korean ‘Skip-Care’ Trend Inspires Brands

Extra
Laneige

Asia’s lengthy skincare routines are being rejected by Korean millennials as a new ritual called Skip-Care – which involves skipping products – emerges. On this skincare diet, consumers use fewer items, but with higher concentrations of effective ingredients. This streamlined approach is inspiring new product development – such as Laneige’s new Cream Skin Refiner.

Launched in October 2018, the Korean beauty brand’s hybrid product aims to shorten multi-step skincare routines. It claims to tone and hydrate the skin with hero ingredients green tea and vitamin E. The product has a watery, milky consistency and applies like a toner. It also works as a moisturiser replacement due to Laneige’s trademarked Cream Blending Technology, which can deliver heavier moisturising ingredients to the skin effectively in lighter formulas.

The launch feeds into consumer demand for time-saving solutions in Asia, where 10 or more beauty products are routinely used to achieve dewy, hydrated and flawless skin. In China, for example, consumers would be interested in multifunctional colour cosmetics. About 67% of urban Chinese women want to minimise the number of steps in their make-up regime (Mintel, 2017). 

As explored in our Spotlight Trend, hybrid products are a fast-growing beauty category in Asia. As Asian beauty trends greatly impact product adoption in the West, it will be interesting to see how this streamlining approach will drive new product development for consumers with busy lifestyles in other regions.

If you’d like to know more about the latest beauty trends in Asia, see Instagangs: Asia’s Genderless Beauty Idols, Asia’s Digitally Enhanced Beauty Boutiques and Revamped & Reclassified: Shiseido’s Bold New Make-Up Range. For further minimised beauty solutions, see Streamlined & Minimal: Fresh Beauty Directions.

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