Skin care is now the largest business within beauty and it’s set to continue growing. But brands that want a slice of sales are having to radically adjust their pitch to consumers: aspirational language is out and technical-sounding jargon is in.
Beauty products have always had a complex relationship with science: cosmetics aren’t regulated like medicine. But the more brands embrace the language of science, and turn influencers and consumers into believers who recommend their products to others, the larger an audience they will find.
Two skin care brands stood out in the market, albeit with different approaches. Augustinus Bader, the ultra-luxury French and German brand co-founded by a stem cell researcher, and Cerave, the drugstore and dermatologist office mainstay turned Gen-Z favourite, took off because their strategies reflected how consumers’ expectations and relationship with skin care brands have evolved.