Bobbi Brown incorporates ‘CC’ benefits for the West

By Michelle Yeomans

- Last updated on GMT

Bobbi Brown incorporates ‘CC’ benefits for the West
From whitening to BB/CC creams and TCM ingredients, the Asian markets have become a main source of inspiration for the western beauty markets. Bobbi Brown is the latest brand to tap into the trend..

The colour cosmetics player will roll out three shades of SPF35 'CC Creams', all said to correct the colour, illuminate and protect the skin; classic functions of the original multifunctional product from the region.

On the back of the success of the BB cream, the 'CC's purpose has evolved in the East and the West, to become more of an all in one /multifunctional product.

"Traditional Asian routines are now being replaced by ‘all in ones’ as opposed to 5-10 products as consumers seek more of a quick fix with the same benefits and qualities of the usual products they use for the skin, and this in turn is influencing Western regimes," ​regional expert, Florence Bernardin tells USA.

Bobbi Brown's line will be launched in the Americas, Europe, the Middle East, and Africa from March, following an initial debut in Asia.

According to reps; the product will mirror the original Asian protocol where the colour correcting benefits will brighten the complexion, addressing varying degrees of sallowness, dullness and redness.

Whilst also providing a combination of "coverage and treatment benefits leaving the skin looking healthy, even toned and moisturised."

The range will also feature both UVA and UVB protection, helping to prevent signs of premature ageing and future skin discoloration.

The rise of the CC cream...

The two main driving forces behind the growth of this cream has been the continued evolution of the skin whitening and BB cream categories – trends that have been mirrored globally.

The evolution of the skin whitening trend in Asia has seen it evolve into other sub-categories, including brightening, and has also been picked up in the European and North American markets.

However, skin whitening has been overshadowed by the massive popularity of BB creams, which started in Asia just a few years ago, but has now become a huge international phenomenon, as women around the world cry out for a ‘miracle’ product with claims as diverse as smoothing, nourishing, and illuminating.

More recently DD creams, which, rather than target the face, have been designed for the feet and body.

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