Achieving a fair complexion is a key desire for Asian consumers. In India, skin whiteners accounted for 46% of total facial care retail sales in 2015. Growing concern over ingredient quality and marketing tactics has created an opportunity for a more ethical, natural brand narrative.
Multinational and local Indian brands are talking about embracing the diversity of female beauty, and consumers are receptive, meaning that brands need to respond in a respectful, responsible way when marketing skin lightening benefits.
Indian consumers increasingly look for products that deliver results rather than promises. Brands need to evolve from tentative whitening claims to formulae that visibly boost skin radiance and create a healthy-looking appearance.
Asian attitudes to skin whitening
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