Promises of more concentrated brightening

There is really no shortage of skincare products that promise Asian women brighter and whiter skin with a more even-toned complexion.  Just last week, I received two mailers from L’Occitane and Kiehl’s promising that and a check on their websites seems to point to the fact that these are developed more for Asian skin.

L’Occitane Immortelle Brightening Skincare Range
Besides the direct mailing here, the new L’Occitane Immortelle Brightening Skincare range which consists of a Brightening Renewing Serum, a Brightening Smoothing Exfoliator and a Brightening Toner was seen to take a more prominent display on the websites in markets like Japan, Korea, Taiwan and Hong Kong. 

Actually, apart from the alcohol-free Immortelle Brightening Toner, both the Immortelle Brightening Renewing Serum and Immortelle Brightening Smoothing Exfoliator are not exactly new.

The Immortelle Renewing Serum was formerly known as the Immortelle Brightening Serum and aims to provide luminous complexion via an intensive brightening and regenerating treatment enriched in Vitamic C derivative and natural extracts of raspberry, chamomile and gentian.  I don’t really see much of an improvement in terms of formulation but L’Occitane has obviously cleverly packaged it as new by using a tube dispenser, said to allow for precise application.

Immortelle Brightening Smoothing Exfoliator was formerly known as Immortelle Brightening Polish and claims to enhance skin tone and diminish skin discoloration by reducing melanin production on the skin.   I’m currently using the Brightening Polish and while I like the product as I’ve reviewed, my brown spots haven’t diminished because of using it.

Kiehl’s White Brightening Botanical Collection
Said to be developed for Asian skin for a whiter porcelain-like complexion, the Kiehl’s White collection which currently consist of a cleanser, a toner, a concentrated essence and a moisture fluid is getting a boost with the introduction of two additional formulas – Brightening Botanical Hydrating Mask and Brightening Botanical Spot Treatment.

These advanced preparations include Ellagic acid and a high level of calcium pantetheine sulfonate as well as a unique blend of soothing and protective botanical extracts and vitamins to prevent pigmentation. 

I’ve used Kiehl’s White Brightening Botanical Cleansing Cream and like I’ve reviewed, the brightening effects are just temporary.  I remember even the SA told me that too.  So I’m not too sure how these two new products will fare and if they’re of any aid to discolorations in the longer term.

Brightening Vs Whitening Pitch
It’s interesting to note that both L’Occitane and Kiehl’s choose to use the word “brightening” to market their new products although in terms of product positioning, they’re still focused on the area of skin whitening.  Perhaps they’ve realized that women are getting wary of the whitening pitch?  

And for now, it looks like they have succeeded as both brightening range are popular amongst customers based on market feedback.  So for certain, the trend for brightening will not stop here just yet.

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