A quarter of SBS launches in China in 2012 claimed to have whitening attributes
Whitening is mostly marketed as skin brightening and illuminating in the West
Whitening and skin brightening will continue to enter new categories in both East and West

•  Whitening is a major claim in Eastern beauty markets

Fair skin is the epitome of beauty in Asian countries and is considered a token of social stature. Many beauty brands have used this trend to increase their share in the Asian beauty market. For some, skin fairness is even at the centre of a whole brand positioning, such as Hindustan Unileverís Fair and Lovely, a best-selling skin lightening brand in Asia.

China is the biggest market in terms of launch activity for whitening BPC products, but other Asian countries including Japan, Vietnam, India and Thailand also record significant activity, underlining the importance of whitening products in Asian consumersí beauty routines.

GLOBAL NEW LAUNCHES OF BEAUTY AND PERSONAL CARE PRODUCTS WITH WHITENING CLAIM, TOP 10 COUNTRIES, 2008-13

Product China Japan UK Vietnam India USA Thailand Philippines South Korea Taiwan
2008 617 214 17 91 43 13 41 129 5 84
2009 506 248 40 99 63 26 95 76 9 69
2010 777 408 55 105 91 79 109 79 83 58
2011 939 373 170 198 148 154 106 102 93 100
2012 1,022 428 277 169 215 208 203 76 149 119
Jan-June 2013 380 170 157 45 91 150 66 22 139 45

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