BB Creams have been a huge success in Asia since 2009, and 2012 seems to be the year when Europe and the US will get to trial these multifunctional creams, too.
Last year Illamasqua and Garnier launched a Western version. This year brands such as Clinque, Estée Lauder, Too Faced, Origins and Dior are set to do the same.
While in Asia the product's most important task is to lighten skin, for the European market the focus is on the much quicker beauty routine of a consumer who can use one product instead of several.
One company that is taking the BB craze one step further is French natural make-up brand Une.
“When we launched we didn’t have a star product so we decided to work on one,” founder Sophie Dugué told Cover Media.
“This was in 2009 and the boom of the BB Cream was very important, it was concealing make-up but also skincare, and we felt it was going to come to the European market eventually.”
Une has now taken the BB concept one step further and just launched a BB Concealer.
“It is lighter than foundation, has soft-focus pigment and is good for the eye area since it has ingredients with de-puffing qualities. So like a BB Cream it is multifunctional,” says Dugué.
Judging by the next product to be launched from the brand, the double B is doing well with consumers.
“In two months we are also launching two BB Bronzers,” adds Dugué.© Cover Media