Multifunctional beauty products set to take-off in India

Today’s Indian woman is taking on multiple roles, from managing her career to running a household and looking after her family. With personal free time at a premium, she requires skincare products that are easy to use and provide multifunctional benefits. As a result, we are seeing the emergence of products that offer several benefits rolled into one. The trend started off with the launch of the BB cream format, which provides benefits such as brightening complexion, renewing radiance, and providing evenness in skin tone. Some of the variants also include SPF protection and anti-aging properties.

In recent news, Japanese beauty and cosmetics firm Kose forayed into the Indian market with a new skincare brand Spawake. The brand was developed to provide the urban Indian woman with modern and convenient beauty solutions. One product in the company’s portfolio is Spawake Moisture Fresh BB Cream Perfect Glow, which contains a sea mineral moisture formula with a lightweight texture.

Multi-functional inspiration

To capitalise on this, India-based brands can draw inspiration from more mature markets such as Japan where multifunctional beauty product launches are numerous. For instance, BB Cream Pore Tight Life SPF 50+/PA++++ has been launched by brand Sana Pore Putty Keana Pate Shokunin in Japan. The product is described as multifunctional, working as a serum, sunscreen, makeup primer, foundation and concealer, claiming to complete base makeup with one step. It features 3D Fit Formula enriches with a mixture of different sized powders for instant coverage; a retinol derivative to leave skin plump and supple; 11 kinds of minerals to maintain a fresh finish for hours; sebum-absorbing powder to prevent shininess; and artichoke leaf extract to firm skin. The cream is claimed to conceal pores, reduce the appearance of fine lines caused by dryness and kin skin moist and radiant.

What’s more in China, Watsons Personal Care Stores has launched Watsons Collagen Mineral BB Cream (Refreshing), described as a multi-functional cream containing fish collagen and minerals, said to intensively moisturise and nourish skin, camouflaf the appearance of imperfections, smooth out enlarged pores, increase skin’s firmness and resilience, brightening as well as leaving it tender, smooth, even-times and flawless.

India: A market primed for innovation

In India, there is still plenty of potential for innovation in this space as consumer acceptance grows. According to Mintel Market Sizes, we predict that facial skincare market is set to grow at an annual average rate of 14.7% from 2015 to 2019 and innovation is sure to be a driving force.

While BB creams have been in the market for a while, innovation will continue to take place around facial skincare products that provide multifunctional benefits. In particular, there are opportunities for a new generation of hybrid skincare products that will include improved or enhanced benefits.

Mintel is exhibiting at HPCI India between 10th and 11th March 2016. To book a free innovation sessions with a Mintel beauty analyst or trends expert at the show please click here.