‘Skin Positivity And Other Modern Trends In Skincare Marketing

Skin Positivity And Other Modern Trends In Skincare Marketing


The world of online skincare can be a noisy place.

According to MarketLine, the global skincare market was valued at $125 billion in 2020.

Although the initial impact of COVID-19 on the industry was negative, consumers quickly adapted. E-commerce has gained a significant share as a distribution channel for face and body products.

Even before the pandemic, consumers turned to social media for skincare information, tips and advice.

The Reddit forum r/SkincareAddiction launched in 2012 and now has 1.5 million members.

The term "addiction" is used loosely here. The posts are a mix of advice before and after the beating, consolation, laughter, and political debates about the ethics of art. Most of the information is taken from Twitter and Instagram.

The forum shows a lot of knowledge, even if some of it is just dermatological misinformation; Skin care enthusiasts are supplied.

To quote Jacqueline Novak, comedian and co-host of the semi-serious health podcast Pugh:

“For me, [skin care] is a relatively safe addiction. After reaching an ideal arrangement, there will be a sense of loss. "What, is it all over now?" I want to be exposed all the time."

So how can skincare brands stand out in this busy market and find their place in a rapidly changing regimen?

Different brand approaches to skin care

For an industry focused on outdoor advertising, it is important to choose the "look" of the brands

L'Oreal, a major player in the global skincare market, relies on classic beauty. Their products feature minimal text and bold, luxurious colors. The supporting cast, with stars like Eva Longoria and Helen Miron, is just as compelling.

Although L'Oreal still relies heavily on "anti-aging" language, which has generated controversy in some parts of the industry, social awareness is an important part of its marketing. The company has developed an entire campaign around street harassment and often uses its sustainable approach.

Other brands choose to be pharmaceutical in nature. Keihl's, Dermalogica and The Ordinary are running campaigns with white medical bottles and lab coats. Australian brand Aesop has a similar product design with a slightly more botanical and mystical scent.

These brands claim to be popular in skin care. The go-to, founded by writer and former beauty editor Jo Foster-Blake, is having a little more fun with her take. Its simple and comprehensive message welcomes beginners who may be intimidated by the serious world of skin care.

Show realistic skin in marketing

Some brands are trying other ways to "keep it real."

Using "Real Faces," "Real Stories" and "Real Solutions" on Instagram, legacy brand Clearseal targets teens with colorful infographics and inspirational messages about confidence in their skin.

The brand opposes the culture of superiority and filters Instagram offering a comfortable alternative to the young and shy audience.

Carbon Theory Examples

When the British brand Carbon Theory entered the market, founder Philip Taylor wanted to create a modern transparent seal.

"Although there are many beauty brands out there, I wanted to create a true skincare brand en masse," she told Marketing.

Like ClearCell, Carbon Theory does not fix the flaws in its marketing resources.

In addition to testimonials from fair-skinned people, the brand often shares "Skin Effect" content that promotes a positive attitude towards acne.

Previous advertising on skin positivity and skincare

Showing imperfect skin has been relatively rare in an industry that caters to people with skin problems. Like commercials for women's razors that don't show hair or TV for tampons that don't show blood, ads for skin care products generally avoid the actual pimple.

In the past, commercial television was dominated by commercials featuring traditionally attractive female celebrities splashing water on their innocent faces. Similarly, acne giants like Proactive gained popularity in the early 2010s with celebrity-endorsed ads that promised perfect skin in three steps.

Pimple was virtually non-existent in these commercials, except for pre-production crap.

While Carbon Theory has grown in popularity for user-generated makeup posts, Taylor says the company is moving away from the practice.

"We understand that acne is a process that doesn't always resolve quickly, but it does take time," he says.

Carbon Theory Joins Cultural Dialogue

It seems that Carbon Theory is listening to its audience.

An analysis of active posts on r/SkincareAddiction found that the community disapproves of marketing campaigns that use images of highly altered skin.

In response, the subreddit created a skin-friendly community to highlight blemishes.

Letting go of the shame of acne and embracing blemishes can improve brand and audience behavior.

MarketLine predicts inclusion will play a larger role in how consumers purchase skin care products in the future.

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