Japan leads the world in new primers with one third of launch activity in 2010, according to Mintel Beauty Innovation. Most are from Japanese skincare and cosmetic brands however some Western skincare brands launched primers this year specifically for Asian skin. Major claims are moisturising, UV protection and brightening/illuminating, while the US and UK’s primary claims are botanical/herbal and brightening/illuminating. Many brands offer UV protection alongside other benefits to create a multi functional item. Other areas for innovation include texture, ingredients (GABA, new fermented actives), scent and creative packaging.
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