Expansion of New Products Focused on Enhancing Elasticity… Accelerating Evidence Competition
Recently, the cosmetics industry has been engaging with consumers through key terms like ‘elasticity’, ‘proof’, and ‘adhesion’, and is strengthening efforts to prove the efficacy of functional products with visible data. By analyzing the keywords in the communication of new and renewed brands for December 2025, as seen by Beautynury.com, one can see the significance of this trend.
While the concept of ‘elasticity’ in anti-aging was somewhat abstract in the past, it is now focused on ‘visible, definite change.’ Interestingly, the areas for management are expanding beyond the face to the neck, décolleté, and even men’s skin.
Consumers now prefer to verify the efficacy of products through specific quantitative metrics such as wrinkle improvement rates or elasticity increase figures, beyond just emotional messages of ‘good’. This data becomes a strong basis for product efficacy and plays a crucial role in gaining consumer trust. So, what is ‘true elasticity’ for our skin?
How Are Differentiated Elasticity Care Solutions Evolving?
Brands are responding to these changes by presenting their unique elasticity care strategies. Iope has launched the ‘Super Vital Neck & Décolleté Cream’ and the men’s all-in-one ‘XMD Clinical Recovery All-in-One For Men’, boldly expanding the application range of elasticity care. Especially, the neck-specific cream actively demonstrates efficacy by emphasizing improvement rates and elasticity increase figures, while the men’s product proposes an integrated solution, combining high-concentration PDRN and innovative delivery technology for elasticity, moisture, and tone care all at once.
Dongkook Pharmaceutical’s Centellian24 focuses on targeted care for aging-prone areas of the face. They adopt a more refined approach, meticulously establishing elasticity improvement points from the ingredient design stage of the product.
AHC introduced an innovative full-face eye cream combining collagen and PDRN, along with their proprietary absorption technology, expanding the concept of elasticity management that was limited to the eye area to the whole face. Each brand promises ‘true change’ to consumers by highlighting their respective strengths.
Proving Efficacy: Beyond Marketing to a Core Competitive Edge
‘Proving’ has moved beyond being a simple marketing slogan to become a fundamental criterion that encompasses technology certification and testing infrastructure, evaluating both brands and companies. It serves not only to highlight product excellence but also as a measure of a company’s technological prowess and credibility.
Cosmax has officially received recognition for its technological and process competitiveness by obtaining national new technology certification for its lipid nano-carrier technology. Additionally, Korea Kolmar has strengthened its testing and evaluation capabilities by securing qualifications for issuing internationally certified sunblock test reports.
As more instances arise that go beyond presenting clinical data to establishing credible certification and acknowledged systems, the transparency and reliability of the functional cosmetics market are increasingly enhanced. This provides a stronger basis for consumers to confidently choose products.
The Future Direction of the Cosmetics Market Amidst Waves of Change
The cosmetics market is evolving towards proving product efficacy with quantitative data and credible certifications. Consumers now demand clear evidence of ‘how much better’ a product is, rather than just hearing that it is ‘good’. This trend is leading to technological innovation and increased transparency across the industry, resulting in more reliable and effective products being introduced to the market. Are you excited to see what incredible changes the cosmetics market will bring in the future?
As quantitative efficacy proof becomes crucial in the skin elasticity care market, is effectively communicating the highly reliable value of superior cosmetics to consumers, further aiding market growth.
