Mirror mirror on the wall, who is the fairest of them all?

May 12, 2015
3 min read

The newest entrant into the Malaysian skin whitening segment is Qu Puteh which promises to whiten skin by 45% in just 7 days – making quite an impact with consumers. Could this be the Holy Grail of all skin whitening products? What is it about this product that has garnered so much attention?

Unlike many skin whitening products in the market, Qu Puteh (translated as Qu White) is not a topical cream but an ingestible powdered drink made from L-Glutathione, Collagen, Stem Cell from Apple, Grape, Rose, Tomato, Rosell and Argan. The main ingredient glutathione (GSH) has been clinically proven to whiten skin when ingested.

A strange and widely unknown fact about glutathione is that it’s an antioxidant that prevents diseases and maintains optimum health in humans. Skin whitening surprisingly is only a side effect of the glutathione.

Qu Puteh has hit the Malaysian market at time when skin whitening treatments are continuing to be popular. In fact according to Mintel Market Sizes, the whitening market has recorded an average growth of 12% from 2010 to 2013.

Key Benefits of Qu Puteh

According to Dr. Vida, the creator of the product, in addition to skin whitening, Qu Puteh’s other key benefits include: anti-aging/anti-wrinkle forming, prevention of respiratory infections and cellulite reduction. Last but not least, the product also has skin lifting and moisturizing properties.

It is said to be safe for men, women and pregnant women – as well as adolescents (it is advised that only those aged 13 and above use the product). Consumers of Qu Puteh are also expected to feel less fatigued and see skin elasticity improve in as little as three days. This unique product indeed aims to achieve beauty from inside out.

Outlook for Skin Whitening in Malaysia

Skin care and vitamins and supplement products are well sought after by a growing number of middle class Malaysians who are increasingly investing in their personal beauty and health. Consequently, Mintel expects both categories to grow at 9% and 8% respectively over the next five years; creating opportunities for new entrants into the ever popular skin whitening market.

Mintel’s Trend and Innovation Consultant in South East Asia, Aileen works in the regional innovation trend and customized intelligence segment. Before coming to Mintel, Aileen worked as an Associate Lecturer for Singapore Polytechnics, lecturing and conducting workshops in Business, Market Research and Psychology subjects. Prior to that, Aileen worked with CPG clients in Melbourne Australia and California in the U.S. providing strategic direction in marketing and product launch strategies through insights in sensory, pricing, concept testing and copy testing research. Other areas of experience include market & key trends analyses, customer satisfaction & brand advocacy research.

Aileen Lee
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