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They brighten skin like a lightener, even tone like a lightweight foundation, treat blemishes like a spot treatment, hydrate like a moisturizer and protect against UV like a sunscreen. BB creams—short for blemish base, beblesh balm (in Korea) or now known most commonly as beauty balm—are the hottest rage to hit beauty in years. Generating approximately $9 million in U.S. department stores and Sephora for the past year, according to the Wall Street Journal, this trend has been building momentum in the United States and shows no signs of letting up any time soon.
The concept originated in Germany in the 1960s when dermatologist Christine Schrammek, founder of Dr. med Christine Schrammek Kosmetik GmbH, sought a post-procedure product that would protect and soothe her patients’ skin following laser procedures, peels and surgery. In the 1980s, the idea spread to Japan and South Korea, where young television soap stars revealed the secret to their coveted camera-ready porcelain white complexions, making BB creams first a national—and now a global—commodity.
Coined by one U.K. journalist as the “Swiss army knife of the beauty industry,” BB creams continue to be popular due to their all-in-one, multitasking appeal. BB creams are available in any number of combinations, from 3-in-1 moisturizer, sunscreen and foundation to 10-in-1 creams with anti-aging and skin-perfecting agents included.
In the Western world, SPF and all-in-one anti-aging combination formulas are fueling the demand, while skin-brightening products are most desired in Asia, where lighter skin is commonly associated with beauty and success. The Huffington Post reported that BB creams account for 13% of the cosmetic market in South Korea, where the cosmetic industry grew approximately 6% in 2009, largely as a result of BB creams, according to www.channelnewsasia.com.
The lightweight, mineral-based coverage BB creams offer is preferable to heavier foundations for many clients. The key to choosing the correct shade for a client is to find a good blend in which the sunscreen minerals don’t overpower the tint. This is instantly evident if the product is ashy on the client’s skin. Titanium dioxide and zinc are the sunscreens that usually have this effect. If clients are concerned about the whitening of the sunscreen on their skin tone, avoid a BB cream with a high concentration of these ingredients. It’s also important to find a formula that strikes the right balance between benefits, coverage and moisture. Test it out yourself and allow clients to sample the product before they buy it from your retail area.