THE SECRET to younger-looking skin, according to American skincare brand Neutrogena, centers around two concepts: hydration and sun protection. These are at the crux of the brand’s reintroduction of products meant to encourage people to invest in their skin.
The Hydro Boost product line, which has been in the Philippine market since 2010, is “designed to help increase the water content of your skin by replenishing its water supply and by strengthening the skin’s moisture barrier,” according to a company press release.
The line includes the Hydro Boost Renewal Gel Cream, Mousse Cleanser, Essence, Renewal Serum, and the most recent addition, Water Gel. The last is strengthened by hyaluronic acid, considered one of the most hydrophilic (water-loving) molecules and thus perfect for moisturizing the skin.
“[The line] has been doing pretty well… It’s the second strongest-selling range, [second to the] Fine Fairness range,” Paul Dizon, senior brand manager, told BusinessWorld during the April 19 launch event at the Manila Polo Club in Makati.
Mr. Dizon owed the popularity of the line not only to its moisturizing properties but also to their being “lightweight and easy to use,” according to the press release.
Alongside the reintroduction of the Hydro Boost line was the relaunch of the Ultra Sheer sunscreen line, as the brand thinks moisturizing isn’t enough, when the rays of the sun constantly strip the skin of its moisture.
Ultra Sheer has been in the Philippine market since 2008.
The Ultra Sheer Sunscreen is said to contain “Helioplex Technology” to damaging UVA rays from deeply penetrating the skin. Like the Hydro Boost line, the SPF 50+ sunscreen promises to leave “a clean, lightweight, and non-shiny finish” and should work “up to three times better and longer than other sunblock lotions.”
Mr. Dizon noted that while Neutrogena’s market skews towards female 20-30-year-olds, many men are taking notice of the benefits of skincare, especially for the brand’s Ultra Sheer line.
“A lot of people are getting aware of the harmful effects of the sun, and a lot of people are into lifestyle activities,” he reasoned.
He said that the brand’s strategy now, since both lines “are well-entrenched in the market” is to introduce new innovations or formats — like the Water Gel cream for the Hydro Boost line.
Mr. Dizon said that Ultra Sheer Sunscreen will soon be available in spray form.
“[The spray sunscreen will be launched, at the] earliest, 4Q (fourth quarter) of this year, in time for the summer of 2017,” he said. — Z. B. Chua
