Skincare currently is enjoying a boom. With the launch of new products seemingly every week, the market is, more than ever, more competitive. Many brands, both globally-renowned and independent, are fighting to be noticed by billions of enthusiasts who want to see their skin be smooth, youthful, glowing, blemish-free, and perfect.
The increase in competition has led to a shift in the way brands market themselves and their products. Here are the trends that have been gaining ground in recent years.
Online First
Consumers are online. They are not only using the internet to connect with friends on social media, they’re doing product research via the world wide web. They watch YouTube videos, check Instagram photos, discuss skincare on Reddit, and scroll through hashtags on Twitter.
Many consumers are also shopping for skincare products online. E-commerce platforms provide consumers with a variety of options that they might not necessarily find in stores. Skincare products are expensive, so limiting the time that’s needed to decide what to buy is an added benefit for consumers who don’t want to go into brick-and-mortar stores.
That is why more brands are establishing and boosting their presence online. Instagram is a common platform, as it helps brands directly interact with their customers. An interesting hashtag can go viral and result in an uptick in sales, making the investment worthwhile.
Au Natural Beauty
There’s also an increasing number of people who are choosing to use skincare products that are organic, simple, and natural. The benefits of using organic products are plentiful — they are widely known to be free from harmful chemicals. They don’t contain sulfates, parabens, phthalates, dyes, fragrances, and others.
These brands target people who are health conscious and care about the environment. Brands have launched campaigns that tout the benefits of using natural products. They aim to reinforce the perception that using more organic skincare products is better for skin health.
These consumers are from across all age groups. Whether young or old, consumers want natural products on their skin rather than nasty lab-made chemicals that they cannot pronounce nor not know how they work.
Antu, for example, is a brand that uses organic ingredients. It relies on the power of nature to address common skin concerns including acne, inflammation, redness, dark spots, and fine lines and wrinkles. Consumers can buy Antu vegan skincare online.
Celebrity Skincare Line
Another trend that’s currently on the rise is brands creating and launching celebrity skincare lines.
We’re not talking about products endorsed by celebrities, we’re talking about actual beauty brands created by famous people!
This strategy has been used with success before in the fashion industry, but it looks like it could be making a comeback when it comes to skincare.
Many of these celebrity-backed brands are founded by actresses, models, singers, and social media stars who have a large following. Rihanna, Jessica Alba, and Millie Bobby Brown are only a few popular names who have their own line of skincare products.
These stars use their reach and influence to promote and market the products they’ve developed themselves. They offer their fans an opportunity to experience premium skincare that’s formulated by the person who knows their skin best.
New Old Favorites
Recently, brands such as Nivea and CeraVe experienced a surprising resurgence as young people flock to stores to hoard their products. Although these brands have been around for a long time, young people have been buying them in droves to use in their skincare routines.
People are interested in products that have stood the test of time. Many brands have come and gone, but some have survived the sands of time because they provide real results for customers.
Not only are these well-known brands known for being effective, many consumers feel nostalgic when they use them. Nivea cold cream smells exactly like their grandmothers because older generations used it as part of their beauty routines. People want products that help them feel like they belong to a specific generation and brand, and these skincare lines can do just that.
There are many trends in the industry, and it’s important for companies to stay up-to-date so that they can improve their marketing strategies. As seen with these examples, social media is a powerful tool when it comes to launching a new product or advertising an old one. These platforms offer brands a way to interact with customers in a way that’s personal and engaging. The competition between brands is fierce, but it can also be beneficial for consumers because there are so many good products out there!
