Fair skin is an Asian beauty ideal. From India to China, women in Asia love to use whitening creams and soaps and even oral supplements to become fairer and to even out their skin tone.
Beauty retailer Watsons is opening the year with its Big White Blowout promo, which offers significant discounts on whitening soaps, facial creams, body lotions, deodorants and supplements.
“It’s the new year so women want a fresh start. After the stress of the holidays, they want to look fresher and more radiant,” says Karen Fabres, Group Marketing Manager at Watsons.
“Sixty percent of our market goes for whitening products,” explains Kim Reyes, Group Category Manager for Skin Care at Watsons.
Fabres shares that in 2016, there was a 30 percent growth in sales of whitening products for the duration of the Big White Blowout promo.
Full product range
This year’s promo, which lasts until February 22, covers a wide array of products. For example, the soaps from Belo Essentials are at 20 percent off while products from L’Oreal’s bestselling Revitalift line are at 50 percent off. Animal masks from Korea (there are pandas and seals) are also at 50 percent off.
Also included in the sale are whitening supplements such as Cosmo Skin and Probio White. If you use your BDO Rewards Card or SM Advantage Card for every P500 purchase of the whitening products, you have the chance to win an iPhone 7.
“The good news is that whitening products are getting better and better. We at Watsons are taking a more holistic approach. Ingestive is a growing category because now, women have realized whitening is not just about using a soap,” says Fabres.
Masks—sheet masks, mud masks, overnight masks, bubbling masks or splash masks–are very popular. There is such a thing as mask bingeing where you apply several masks one after the other to address different skin concerns.
And these days, whitening isn’t just about lightening products. Asian women are also concerned about protecting their skin against the sun and pollutants.
More and more Asian women, including Filipinas, are taking a multi-step approach to beauty in general, including whitening.
A bare bones beauty routine would typically include micellar water for makeup removal, cleanser, toner and moisturizer. For day, there would be sunscreen included in the routine.
For high maintenance ladies, there could be more steps, which could include cleansing oil, essence, serum and ampoules, to the routine.
“In response to feedback from our customers, we are looking at new products and brands, like those from Korea,” she adds.