DECIEM’s brand The Ordinary has unveiled its latest product, the HA + Asiaticoside Lip Treatment, designed to provide both immediate plumping and long-term alleviation of lip aging.
For over a decade, the beauty and lip care market has witnessed a surge in interest surrounding lip plumpers, ranging from products that provide temporary stimulation to viral online challenges. Non-surgical aesthetic procedures, particularly lip fillers, have greatly influenced the entire lip care category, becoming increasingly popular.
However, starting in 2023, a notable shift in market preferences has emerged. Consumer preference for excessively plumped lips is declining, giving rise to what is known as the "Great Filler Dissolve" trend. A report by global trend analysis firm WGSN, published in collaboration with The Ordinary, highlights a 18% decrease in Google searches for "lip injections" compared to the previous year, and a similar 12% decline in searches for "permanent lip filler." This indicates an evolution of consumer needs in lip enhancement.
As interest in skin longevity grows, consumers are shifting their focus from temporary fixes to sustainable management. The trend towards skin longevity, projected to grow by over 30% compared to the previous year, is impacting the lip care category and driving an increasing consumer base seeking more natural approaches. Recent trends focus on enhancing the natural appearance of lips, leading to the development of multifunctional lip care products that promise immediate volumizing effects, along with wrinkle improvement, texture refinement, and skin repair without invasive procedures.
The Ordinary’s HA + Asiaticoside Lip Treatment has been specifically developed in line with this market evolution. It is intended not only to provide immediate moisture and plumping effects but also to improve various long-term aging signs such as lip contour, shape, and color.
Clinical trials have confirmed that the product enhances lip volume immediately, boosting hydration levels by 93%. Additionally, it reduces lip fine lines, sharpens lip contours, and visibly improves the natural clarity and smooth texture of lips.
Taking into consideration the unique biological properties of the lips, the product features a "multimolecular hyaluronic acid (HA) complex" as its key ingredient. Fermented hyaluronic acid protects against moisture loss while smoothing out lines and wrinkles. Meanwhile, high-molecular encapsulated hyaluronic acid delivers lasting hydration and volumizing effects upon application.
