Like other products, the answer lies in the ingredients. As with any formulation, the active ingredients and their concentration determine a BB cream’s efficacy. Depending on the formulation, the efficacy of anti-aging actives could be less than one that concentrates on a particular concern, such as brightening, or treating fine lines and wrinkles. Consumers who are more interested in treating a single condition might not be satisfied by using a multifunctional BB cream.
However, BB creams provide an option for those who don’t have the time or the desire to apply multiple products in the morning. For women on the go, the all-in-one formula provides most of the benefits they need to get out the door, offering an anti-aging boost without much effort. By swapping a regular foundation with one that also has sunscreen and anti-aging benefits on a daily basis, mature clients who might not otherwise use these products should notice a difference.
In most cases, the benefits—whether they be lightening or firming—are gradual. It’s important that consumers understand that the coverage, as well as the benefits, are best layered and acquired throughout time.
Men are also getting in on the action. About two years ago, the Korea Times reported a new trend among males purchasing personal grooming items beyond the typical aftershave, with eye and night creams, and BB creams now on their radar. As with their female counterparts, men like the “bare-faced” coverage these creams afford.
Excerpt from “BB Creams: Beauty Balms, Blemish Base or Just Brilliant Beauty?” by Sam Dhatt, DermaQuest Skin Therapy and Allure Labs, originally published in the January 2013 issue of Skin Inc. magazine.