What’s new in whitening care?

In Japan, plum flowers are blooming, the cool breeze in a sunny day feels sweet on the cheek…spring may not be so far away!
And who says spring, says brand new whitening care to protect against the sun shining stronger and releasing more UVs.

What’s new in whitening in Japan this year??

These last years we saw the change in women’s needs in whitening. Instead of simple spots care, whitening care took a more global approach to provide with a natural glow and transparency coming from the inside. For that many whitening care products were designed to intensely moisturize the skin to smooth and unify the surface to allow the light to reflect in a equal way. This is how we could express the glow and transparency.

• Change in needs

This year we seem to see the same trend; women want not only a spotless skin but a naturally radiant skin. However similar to the make up trend as seen in my post about “ruddy complexion”, Japanese women want in addition a healthy look, meaning a clear glowing skin with a pinkish healthy complexion. All looking natural of course.

• Change in habits

Also whitening care today is not only a problem-solving care to be used in a specific time, but a global and holistic care to maintain a beautiful skin with advanced anti-ageing properties, to be used all year long.

Another fact that cosmetic brands have been taking into account when it comes to developing new whitening products, is that more and more women deal with specific spots cure by going to clinics, for cosmetic procedure such as laser; Whitening care today has to co-exist with clinical advancements.

• Change in solutions

So for the whitening care today, the quest for a global beautiful skin goes on with further multi-functions: prevent and cure existing spots, remove the dullness and clarify the tone from the deep inside, maintain a beautiful and youthful luminous skin. To reach that, the formulas look for more efficacy in caring and curing from a deeper level of the skin and not only the surface and stonger anti-ageing effects. Many brands this year put their focus on the fact that skin exposed to dull complexion and soon-to-be-spots is actually victim of unperceived small inflammations from oxidation of sebum, frictions… leading to overproduction of melanin. To prevent that, they introduced many anti inflammatory functions to their new formulas.

Shiseido, White Lucent

SKII Genoptics Aura Essence

Orbis U White line