Executive Summary – Emerging Segments · 2020-06-04 · • A key stretch marks brand with a...

ExecutiveSummary–EmergingSegments

Personalisationofferspremiumtailoredskincaresolutions,withinnovationsonthehorizon•  Consumersareincreasinglyrecognisingthatthereisno“onesizefitsall”whenitcomestobeautyandskincare,withpersonalisationatrendthatlookssettorun

•  Marketersarelaunchingdevices,appsandservicestomeetthisdemand,andwithsomeconsumerswillingtoinvestinpremiumproductshere,moreinnovationislikelyinfuture

•  Variouspersonalisingoptionsfromarangeofplayers–ledbyJ&JandL’Oreal–includeappsfortakingself-diagnosingselfiesandmasksandotherproductscustomisedtoconsumers

•  FitSkin(FitSkin)“skinscanner”launchedinUSAinassociationwithJ&J’sNeutrogenainSeptember2018;deviceattachestoaniPhonecameraandcandetectsubtlechangesinskinbeforetheybecomevisibletonakedeye,allowingdiagnosisandearlytreatmentofproblemsviapartnerapp,NeutrogenaSkin360

•  Camerahas30xzoomtomagnifyandmeasureporesandlines,aswellasmoisturesensorscapableofscanningbelowskin’ssurface;adsusetagline“SeeWhatYourMirrorCan’t”

•  Appmakespersonalisedproductandtreatmentrecommendationsaswellasdietandlifestyletipsbasedonidentifiedsymptoms

•  Proprietary“AItechnology”canrespondtoconsumers’changingskincareroutinesandeffectsofweatheronskin

•  Skincredibleapp(inpartnershipwithFrenchcosmeticsmarketerSephora)launchedin2018,offeringsimilarskindiagnosticfunctionalitytoSkin360;hairanalysisapp(viapartnershipwithJohnPaulMitchellSystems)isscheduledtolaunchinAugust2020

France–Acneremedies

•  CosmeceuticalrangeAvène,whichleadsFrance’sacnecategory,includesCleanancelineofacneproducts

•  Itwasextendedin2019withComedomedlineextension,accompaniedbyashiftinpromotionalfocus;newpromotionusedtagline“Teensshouldn’tthinkonlyabouttheiracne”withaccompanyinghashtag#GetAcneOutOfYourMind

•  #TeenStoriesadcampaignfocusesonyoungpeoplefromaroundtheworldabletofocuson“whatreallycounts”thankstobeingfreefromworriesaboutacne

•  Avène’smainsellingpointisproprietaryformulationwithspringwater

•  Effaclarisanothercosmeceutical-focusedproduct,comprisingcosmeticandtherapeuticlineextensions;LaRoche-Posaypromotesitalongsideotherproductsvia“StopOSpots”website,focusingonteenageacne

•  Treatmentcourseforacne-proneskinhasthreestages:Clean,CorrectandMakeup,combiningEffaclarandToleraineproducts

•  In2018,LaRoche-Posay/L’OréalrolledoutEffaclarSpotScanspotdiagnosistoolacrossEurope;consumerssubmitthreephotographsandtheappgradestheseverityofacnetooffertreatmentadvicefocusedonEffaclarproducts

UK–Anti-ageing

•  Producthassecondarybenefits;marketingclaimsitcanimprovetolerabilityofretinoids,shorteningadjustmentperiodbyuptoaweekandreducingdryness

•  Retinol0.3Correctisaconcentratedfacialcreamwithpureretinol(0.3%)positionedtoimprovetheappearanceofvisiblesignsofageingandporeswhileimprovingskintone

•  Theproductisrecommendedforfirst-timeretinolusers;however,strongerRetinolcreams(0.5%,1%)availableforsaleonUSwebsitearenotcurrentlyavailableonUKwebsite

•  Inlate2019P&G’sOlaywasextendedwithOlayRegeneristRetinol24cream,serumandeyecreamfornight-timeuse;promotionalmaterialclaimsthat“thisuniquecombinationoftheworld-famousmulti-taskervitaminB3andRetinolComplexgives24hoursofhydrationforglowing,brighterskin,withlessvisiblefinelines,wrinkles,anddarkspots”andusestagline“Sleep.Glow.Repeat”

•  TVandprintadssupportedthelaunch(aspartofthe#Faceanythingcampaign),featuringCanadianmediapersonalityLillySinghwhosays“IgetupandglowwithRetinol24”

•  J&J’sNeutrogenaoffersAgelessBoost,formulatedwithadenosine;comprisesHydrogenRecoveryMaskandInstantFacialCream-Mask,withlatterclaimedtooffer“instantboost”withallbenefitsofalonger-durationfacialtreatment

•  HydrogelRecoveryMaskpromotesitsdevelopmentinKoreaasakeysellingpoint,capitalisingonpopularityofKoreanbeautyproducts;claimstodeliverequivalentof30mlofanti-ageingserumtotheskin

USA–Scartreatments

•  Brandisavailableassiliconescargel,siliconescarsheetsandsiliconescarsheetsforC-sections,claimedtoflatten,softenandfadescarsfromC-sectionsandothersurgeries

•  BrandwebsitefeaturestheScarAwayChallenge,videosshowingsixpeoplewhohaveusedtheproductfortwomonthstotreattheirscars

•  NeodyneBiosciencesannouncedinApril2019thatitsEmbracelineofscartherapyproductswasbeingrolledouttoWalgreensnationwide

•  Brandfeaturesasiliconesheetwhichcontractsandholdstheskintogether

•  BenefitsfromendorsementbytennisplayerSerenaWilliams,aswellasTV,print&socialmediaads,pluspromotiontoplasticsurgeons,dermatologistsandorthopaedicsurgeons

•  Intermsofproductsforstretchmarks,thereismuchoverlapwithgeneralscartreatmentbrands,e.g.Medermafieldsastretchmarkspresentation

•  Somebrandstargetbothnicheswithall-in-oneproducts,e.g.Bio-Oil(UnionSwiss)claimstohelpimproveappearanceofscarsandstretchmarks;launched#LoveYourMarkssocialmediacampaigntopromotebodypositivityin2020

•  AkeystretchmarksbrandwithastrongnaturalpositioningisPalmer’sCocoaButter(E.T.Browne),arangeofcreams,buttersandlotionsrelaunchedin2018

•  Burt’sBees(Clorox)alsocompetesinthisspacewithBurt’sBeesMamaBeebellybutterwithsheabutterandvitaminE,claimedtobespeciallyblendedtosootheskinthroughpregnancy

•  Acnescarreductionoptionsfromcosmeticlinesformasmallniche,e.g.MuradInvisiScarResurfacingTreatment,whichclaimstobeclinicallyproventominimiselookofscarsize,depth,textureanddiscolourationin8weeks