On a basic level, skin care is important because it is the human body’s barrier against outside factors. How you care for your skin will have a direct effect on your general health. Consumers now realize how important their skin is to them and will do and pay anything to make sure they can hold on to their youth. Therefore, customizing your skin care is a popular rising trend that is helping to expand the skincare market more and more every year.
Expanding the range of beauty products offered should have happened ages ago. But it is in the process of becoming the norm. Video and influencers are advertising tactics that utilize seeing products used by ‘real people’ and seeing the effects and opinions of these influencers. People are far more likely to consider purchasing something when they hear good reviews from somebody they know and trust. It can also help the brand find its tone of voice much easier. They have tapped into the interests of their followers, and their audience and can communicate with better genuity than a big brand can.
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For example, we can take Rihanna’s skincare line called Fenty, which became a pivotal moment for the industry. It called the beauty industry out on how many people are left out, and how many skin tones are not served. The brand connected with real people. There is no doubt that anything Rihanna releases is absolutely fought over and sold out within minutes, so to say that some of Fenty’s success comes from the loyal audience that Rihanna has built. Fenty is a diverse brand for different people. Fenty carries 40 different shades of foundation priced at the low end of luxury. Because of the lack of darker makeup tones, a big chunk, 85% of sales were attributed to African Americans in the US in 2017. Fenty marketed its values and was very genuine and unafraid of showing the true colors of the brand from the very beginning. Fenty paved the way for many other companies to come out and expand their products to cater to the underserved.
Skinfluencers are also a big thing for advertising in the skincare market. Take the example of Sarah Brooks, also known as @hydratedho on Instagram. She is partnered with Glossier, one of the skincare industry’s biggest brands. In an interview with Fashion Magazine, Sarah talks about how she never buys anything without first talking to somebody about it, looking up reviews, or at the very least Googling the product. She speaks about how the skincare community is becoming ingredient-savvy. They are so much more than they used to and take the time to do the ingredient research to see what is truly good for them. She keeps her honesty as a top priority and will turn down PR packages if it means writing a positive review is required, or if the brand asks for a certain amount of posts. She makes small commissions when orders are placed through her page on Glossier, which also has products she recommends and a snippet of her thoughts on how they affect her skin and why she loves them so much.
I think the future of skin care will have even more customization than it does now. I think brands will start taking in factors of everybody’s routines to make more effective routines that they can sell. Or perhaps the wellness, beauty, and skincare realms will mix and form a package. That way I see the industry becoming so much easier to figure out. In addition, given the rapid development of advertising, I am convinced that the range of its types in the context of the skincare market will also expand, which in turn will give the opportunity to influence the target audience to a greater extent.
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