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Top Trends Driving Consumers to the Beauty Counters

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MIDLAND, Mich., Feb. 27 /PRNewswire/ -- Rising concerns about potential skin damage are fueling an increase in sales of sun care products among health-conscious American women who still want a sun-kissed look. But across the globe, whitening products are flying off the shelves as Chinese and Japanese consumers seek the "must have" fair-skinned look.

Both trends represent significant growth opportunities for companies supplying the manufacturers in the thriving personal care market. Those who best understand the different trends in various parts of the world and customize their products to reflect variations in culture, gender and even climates, will be more likely to succeed, says Scott Fuson, executive director for Life Sciences at Dow Corning.

Dow Corning provides performance-enhancing materials that give beauty and personal care products unique features and attributes.

Scott predicts that emerging trends will gain greater hold over the next few years, including:

-- Significant growth in demand for sun care products because of
      heightened consumer awareness of the dangers of unprotected tanning.

-- Greater emphasis on grooming products designed specifically for men -
      already a booming sector in countries such as India.

-- A rise in next-generation anti-aging skin care products that rival
      surgical results.

-- Time-pressed consumers who will demand even more products with
      multi-functional benefits, such as sunscreens with moisturizing
      benefits and shampoos blended with conditioners.

-- Status conscious new consumers in emerging geographies who want the
      fair-skinned look. In 2005 alone, more than 60 new skin-whitening
      products were launched in supermarkets or pharmacies across the Asia-Pacific region.(1)

The stakes to capture international growth are high. According to the research firm Euromonitor International, global cosmetics and toiletries sales grew by 5.5 percent in 2006-a five-year high-with 10.8 percent growth in China, 10.7 percent in both Latin America and Eastern Europe, 3.2 percent in Western Europe, and 3 percent in North America.

To help personal care product manufacturers develop products to fulfill the differing needs of consumers in these geographies, Dow Corning is developing new materials and formulations to allow for added customization.

"For personal care products companies to grow and develop in new geographies, they have to stay abreast of market trends and offer the right products that satisfy regional needs," said Scott. "Trends such as using natural ingredients in formulations and developing culturally-specific products are important to our customers and we're offering solutions to help them."

Dow Corning introduced new sun care formulations late 2007 to serve to companies in the sun care market.

(1) Beautynews.com

Dow Corning, http://www.dowcorning.com provides performance-enhancing solutions to serve the diverse needs of more than 25,000 customers worldwide. A global leader in silicon-based technology and innovation, offering more than 7,000 products and services Dow Corning is equally owned by The Dow Chemical Company and Corning, Incorporated. More than half of Dow Corning's annual sales are outside the United States.