The BB Cream phenomenon

BBMag has already talked about the tidal-wave success of the Korean BB Creams (BBMag#24, p.24) in Japan and China. The phenomenon has been largely confirmed with local players’ offensives on the blemish base and blemish balm segments.

W Cream at Kanebo
In its Freshel range, especially targeted to women aged 30 to 40, Kanebo is offering a BB Cream called W (double) Cream, a real tinted skincare cream (SPF 23++), for the first time. This multifunction product in fact plays the role of a hydrating serum, an emulsion or hydrating cream, an urban sunscreen and a makeup base. Its color correcting effect emphasizes firmness and a glowing complexion. It is fantastic to apply and in just one step you can correct a dull complexion and traces of pores (a predominant sign of aging in Japan). Its anti-UV barrier function is an extra element of success for the target of women who are very active from the start of the day. Its collagen, hyaluronic acid, silk and yeast extracts are the same actives that enrich the formulas of the rest of the skincare range. Freshel Moist Lift W Cream, 50 gr. Price: ¥1600.

Maybelline plays the 8 card
L’Oréal Japan is also launching a Mineral SPF26 PA+++ BB Cream on Asian markets under the Maybelline brand in the Pure Mineral range, at a sales price of ¥1700. Also a multifunction product offering both a mineral makeup finish and the many skincare benefits of a BB Cream, the products plays on the number 8: 8 mineral agents, 8 skincare benefits (grain, gentleness, hydration, radiance, whitening, coverage, healthy glow effect, UV protection) and 8 weeks of continuous use to verify its effects! It’s practically a dermatological approach combined with enhancing the complexion.