NEW BAL­ANCE

Two new ranges claim to tackle the most de­mand­ing skin­care is­sue of the 20some­thing mil­len­nial set: a com­plex­ion that looks pic­ture-per­fect but isn’t. Goh Yee Huay re­ports.

Female (Singapore) - - CONTENTS -

Two new ranges claim to meet the most de­mand­ing skin­care needs of the 20some­thing mil­len­nial set.

It’s a tough call com­ing up with the per­fect skin­care range for young mil­len­ni­als. Dubbed Re­ces­sion­ists – a term coined by Amer­i­can con­sul­tancy Bridge­works to de­scribe those born be­tween 1988 and 1995 – they’re the gen­er­a­tion weaned on smart phones, so­cial me­dia and High School Mu­si­cal. They’re also the bunch that hit or – even worse – fin­ished univer­sity dur­ing the Great Re­ces­sion, mak­ing them an ex­tremely care­ful and de­mand­ing bunch, ac­cord­ing to Bridge­works’ 2017 study.

High ex­pec­ta­tions aside, their youth (they would now be in their 20s) means they tend not to show ob­vi­ous skin­care is­sues like wrin­kles, pig­men­ta­tion or sag­gi­ness. This makes one se­ri­ous co­nun­drum for beauty brands, though not sim­ply be­cause they’re a hard-to-please lot.

Ac­cord­ing to re­search by Shi­seido, while the skin of a 20some­thing is gen­er­ally plump with good struc­ture and mois­ture levels, the out­er­most layer tends to be thin and, in turn, vul­ner­a­ble to en­vi­ron­men­tal stresses. The re­sult: com­plex­ion that’s not da­m­aged or dry like ma­ture skin, but also far from be­ing as re­silient as, say, Kaia Ger­ber’s (she’s 15) or Elle Fan­ning’s (19).

To tackle this no-man’s-land sit­u­a­tion, the com­pany has cre­ated Waso (price un­avail­able), a range span­ning seven prod­ucts – cleanser, hy­drat­ing lo­tion, a scrub with a tofu-like tex­ture, and four mois­turis­ers – all meant to build up a strong mois­ture bar­rier. Add in­gre­di­ents with nat­u­ral re­newal abil­i­ties, and it’s able to calm such un­sta­ble com­plex­ions, says the brand.

Like the skin­care equiv­a­lent of washoku ( or tra­di­tional Ja­panese cui­sine), each prod­uct is based on a plant val­ued as a beauty food. Among them: lo­quat leaf, a herb with an­tiox­i­dant prop­er­ties that sup­pos­edly helps bal­ance oil by sup­press­ing se­bum break­down; soy­bean, which has lecithin that is said to bring about smoother skin; and white jelly mush­room, a pow­er­ful mois­ture re­tainer.

Ap­peal­ing to an­other mil­len­nial need – choices – each mois­turiser of­fers some­thing dif­fer­ent. The Clear Mega-hy­drat­ing Cream, for ex­am­ple, is a nour­ish­ing gel that can be ap­plied over makeup. To curb ex­cess oil and shine, there’s the Quick Matte Mois­tur­izer Oil-free – and its tinted coun­ter­part, Colors­mart Day Mois­tur­izer Oil-free.

Shi­seido is not alone in its ef­forts. Es­tee Lauder’s Nu­tri­tious Mi­cro-al­gae range ($30-$66) helps young mil­len­ni­als achieve bal­anced skin by get­ting rid of im­pu­ri­ties and pol­lu­tants, while main­tain­ing a healthy wa­ter-oil ra­tio with an of-the-mo­ment in­gre­di­ent: al­gae. (Ac­cord­ing to busi­ness mag­a­zine Fast Com­pany, “2017 might very well be the year of al­gae” – what with com­pa­nies catch­ing on to its health ben­e­fits and sus­tain­abil­ity.)

The range in­cludes three prod­ucts: Pore Pu­ri­fy­ing Cleans­ing Jelly, the skin-re­fin­ing Pore Min­i­miz­ing Shake Tonic, and the hy­drat­ing Pore Min­i­miz­ing Hy­dra Lo­tion. Each boasts chlorella, spirulina and su­gar kelp, a pow­er­house trio that over­achiev­ing mil­len­ni­als would ap­prove of. Ex­tremely rich in chloro­phyll, all three types of al­gae not only help detox skin by sup­pos­edly im­prov­ing oxy­gen and blood flow, but also act as strong an­tiox­i­dants while re­port­edly boost­ing skin heal­ing. Want more? This triple al­gae blend of­fers an abun­dance of vi­ta­mins, min­er­als, amino acids, omega-3s, pro­tein, be­tac­arotene and polyphe­nols.

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