Pollution has been a concern in Asia for a number of years, particularly focused on many of the big cities, but it seems that consumer worries about its effects and protection against it is no longer limited to this region.
One of the Western brands to release a study this year on the harmful effects caused by pollution on sensitive skin is La Roche-Posay.
In its research, the skin care brand looked at how pollution can lead to accelerated visible signs of ageing, especially on those with sensitive skin.
It showed that from two studies in Germany and China, an increase in cheek pigment spots was reported due to particulate matter from soot and traffic exhausts.
In other studies over a 5-year period, the L’Oreal-owned brand says that the ozone was strongly linked to wrinkle formation due to antioxidant and collagen depletion, and that only 12% of 1,600 reporting cities in 91 countries meet the World Health Organization's air pollution guidelines.
With pollution levels so high, it means there is a huge potential to market with products that can help protect and cleanse the skin.
Indeed La Roche-Posay says that in its research, after using a cleanser, 95% of polluted particles are eliminated.
Following the studies, Dr Dominique Moyal, Deputy Scientific Director at the company, recommends that using a cleanser, soothing day cream, and a sun protection product can aid in keeping the skin healthier and protect against the harmful effects of pollution.
Make-up, eye care and sunscreen products are now all tapping into the anti-pollution trend and show promise going forward with claims offering potential for personal care innovation, particularly when marketing to consumers in cities.
A number of Western consumers have growing concerns about the effects of the environment on their skin, and this has seen brands, such as La Roche-Posay, release studies to advertise the damage the sun, a stressful lifestyle and pollution can cause on the skin.