'Cream Skin' is a unique new hybrid skincare product that combines the best properties of a toner and a moisturizer to accommodate Korean Millennials who are adopting a divergent, reductionist approach to mainstream K-beauty.
Innovative Korean skincare products have taken the beauty world by storm, along with lengthy Korean 10-step skincare routines, which tend to involve cleansing the face twice, plus exfoliating, toning, moisturizing and more. While many consumers swear by these methods, other Korean Millenials are embracing "skip-care" by recognizing the most beneficial ingredients for their skin, avoiding unnecessary products and favoring pared-back skincare routines.
In response to this movement, Korean brand Laneige launched its multitasking Cream Skin to provide the consistency of a toner and the hydrating benefits of a creamy moisturizer.
Simplified K-Beauty Moisturizers
'Cream Skin' Targets Millennials Who Eschew Elaborate Self-Care
Trend Themes
1. Skip-care Trend - The rise of skip-care in the Korean beauty industry presents an opportunity for brands to develop simpler and more targeted skincare products.
2. Reductionist Approach - Millennial consumers' preference for pared-back skincare routines opens up possibilities for the development of hybrid skincare products that combine multiple benefits in one.
3. Multitasking Skincare - The popularity of multitasking skincare products like Laneige's Cream Skin proves that consumers are looking for efficient and effective solutions to simplify their beauty routines.
Industry Implications
1. Skincare - The skincare industry can capitalize on the skip-care trend by developing innovative products that provide specific skincare benefits in a simplified format.
2. Beauty - In the beauty industry, there is an opportunity to create disruptive innovations by merging multiple skincare steps into single products, catering to the preference for reductionist skincare.
3. Cosmetics - The cosmetics industry can tap into the demand for multitasking skincare products by creating innovative formulas that deliver toning and moisturizing benefits simultaneously.