'Cream Skin' Targets Millennials Who Eschew Elaborate Self-Care

 - Nov 7, 2018
References: laneige & byrdie
'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.