RE:ERTH unveils hand cream for long-lasting moisturisation during Covid-19 pandemic

The announcement comes as a breath of fresh air for animal welfare organisations and cruelty-free cosmetics brands

RE:ERTH, a skincare product maker based in Singapore, ventured into the hand care market with the launch of ‘Rejuvenating Hand Treatment’, a hand cream powered by its proprietary Lamellar technology, which is claimed to lock-in moisture for longer within the skin.

According to the company, the Rejuvenating Hand Treatment addressed a gap in the market for hand moisturisers that could continue to keep hands moisturised at a time when people are washing their hands more often as part of hygiene measures against the Covid-19 pandemic. Continuous exposure to alcohol and other harsh chemicals in hand sanitisers and hand washes tends to leave skin dry, rough and sensitive. RE:ERTH found that the moisturisation effect of regular hand creams wore off quickly in this scenario. Moreover, after the application of standard creams, water tends to evaporate from skin pores, leaving behind a sticky oily residue.

The company claims that upon application, its Rejuvenating Hand Treatment gives rise to a ‘mille-feuille structure’​ comprising multiple layers of oil and water that lasts all day long without repeated application. As a result, the hand cream is claimed to deliver an intensive moisturising and protective effect, and leave hands softer without any oily residues.

Pure retinol, added in the form of nano-capsules into the formulation, is claimed to rejuvenate skin by improving its elasticity, smoothness, tone and texture. Another ingredient, Japanese White Turmeric, stimulates cell production and boosts the natural hyaluronic acid present in the skin. The product is also described as an anti-inflammatory cream that boosts the production of collagen in the skin and thereby augments the natural protective barrier of the skin.

The Covid-19 outbreak is expected to continue to spur demand for hand care products with attributes such as fragrance-free, ‘safe for sensitive skin’, ‘softer hands’ and ‘barrier repair’. With consumers poised to continue practising hygiene measures such as frequent hand washes in the post-pandemic phase, hand care products such as RE:ERTH’s Rejuvenating Hand Treatment hold strong potential for markets such as Singapore, given that 37% of Singaporean respondents in GlobalData’s 2020 Market Pulse survey gave more importance or top priority to the factor ‘positive impact on skin/health’ now as a result of the Covid-19 pandemic when purchasing products for the household excluding food and drinks^{^}.

^ GlobalData 2020 Market Pulse Consumer Survey – Singapore published on 1 September 2020.

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