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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