DSM tailors skin product positioning for Asian consumers

By Andrew MCDOUGALL

- Last updated on GMT

DSM tailors skin product positioning for Asian consumers

Related tags Marketing

Global ingredients supplier DSM has tailored the marketing and positioning of its Regu-Scence skin active in order to meet the needs of Asian consumers.

Introducing the product at the in-cosmetics Asia show in Bangkok, six months after its launch at the European show, Elodie Grand tells CosmeticsDesign-Asia.com the importance of using different language an promoting certain benefits to appeal to consumers from different parts of the world.

“It is vital to position products correctly in the market to appeal to consumers, as this will help our customers,”​ says the regional marketing manager for skin care and vitamins, Asia.

“By offering consumer insights it can make products relevant and position them in the market. And by creating stories it helps our customers communicate with consumers.”

For DSM this means conducting consumer testing before every launch to get feedback on not only the product but also the stories around the product to see if they work, says Grand.

Targeting Asia

Regu-Scence was launched in Europe as an active carefully isolated and purified from Asparagus which helps to delay signs of cellular ageing by rejuvenating skin and also protecting against UV exposure and oxidative damage.

When it comes to launching in Asia, DSM positions the product in-line with the anti-pollution trend which is very popular right now in Asia, particularly Korea and China.

Grand says that they can also push the same rejuvenating properties here too, but there is also the added bonus of being able to promote the skin whitening properties of the ingredient, which is another attractive aspect to an Asian market.

“In Asia we can use language such as ‘whitening’ as this generates big interest. In the US or EU, we are more likely to use words like ‘glow’, ‘radiance’, or ‘luminosity’,”​ she explains.

“This way we target the anti-ageing market in specific ways. In the West the active can be seen to target dark spots, whereas in the East it can be marketed as a product to whiten skin.”

Related news

Related products

show more

Calendula Cellular Elixir: Alchemy in a cell

Calendula Cellular Elixir: Alchemy in a cell

Content provided by Naolys | 24-Apr-2024 | Product Brochure

Get ready to experience a cellular evolution in skincare with InnerLift Calendula's advanced Plant Cell biotechnology.

See our latest innovations in personal care

See our latest innovations in personal care

Content provided by Covation Bio™ PDO | 02-Apr-2024 | White Paper

At CovationBio PDO, we’re helping the world achieve its sustainability goals by enabling better performing, better-for-the planet products across a range...

Collagen Reimagined, Discover Biodesigned Type XXI

Collagen Reimagined, Discover Biodesigned Type XXI

Content provided by Geltor | 20-Mar-2024 | Product Brochure

Collagen is the body’s most abundant protein and a mainstream ingredient for beauty. Type XXI collagen transcends a common protein into a powerful bioactive

Empowering natural barrier function for future-proof skin

Empowering natural barrier function for future-proof skin

Content provided by Lucas Meyer Cosmetics | 14-Mar-2024 | White Paper

Corneopeptyl™ is a new patented peptide biomimetic to the LCE6A protein, obtained by green chemistry-based synthesis. By mimicking the LCE6A protein activity,...

Related suppliers

Follow us

Products

View more

Webinars

Podcast

Beauty 4.0 Podcast