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Executive Summary – Emerging Segments Personalisation offers premium tailored skin care solutions, with innovations on the horizon Consumers are increasingly recognising that there is no “one size fits all” when it comes to beauty and skincare, with personalisation a trend that looks set to run Marketers are launching devices, apps and services to meet this demand, and with some consumers willing to invest in premium products here, more innovation is likely in future Various personalising options from a range of players – led by J&J and L’Oreal – include apps for taking self-diagnosing selfies and masks and other products customised to consumers FitSkin (FitSkin) “skin scanner” launched in USA in association with J&J’s Neutrogena in September 2018; device attaches to an iPhone camera and can detect subtle changes in skin before they become visible to naked eye, allowing diagnosis and early treatment of problems via partner app, Neutrogena Skin360 Camera has 30x zoom to magnify and measure pores and lines, as well as moisture sensors capable of scanning below skin’s surface; ads use tagline “See What Your Mirror Can’t” App makes personalised product and treatment recommendations as well as diet and lifestyle tips based on identified symptoms Proprietary “AI technology” can respond to consumers’ changing skincare routines and effects of weather on skin Skincredible app (in partnership with French cosmetics marketer Sephora) launched in 2018, offering similar skin diagnostic functionality to Skin360; hair analysis app (via partnership with John Paul Mitchell Systems) is scheduled to launch in August 2020

Executive Summary – Emerging Segments · 2020-06-04 · • A key stretch marks brand with a strong natural positioning is Palmer’s Cocoa Butter (E.T. Browne), a range of creams,

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Page 1: Executive Summary – Emerging Segments · 2020-06-04 · • A key stretch marks brand with a strong natural positioning is Palmer’s Cocoa Butter (E.T. Browne), a range of creams,

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

Page 2: Executive Summary – Emerging Segments · 2020-06-04 · • A key stretch marks brand with a strong natural positioning is Palmer’s Cocoa Butter (E.T. Browne), a range of creams,

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

Page 3: Executive Summary – Emerging Segments · 2020-06-04 · • A key stretch marks brand with a strong natural positioning is Palmer’s Cocoa Butter (E.T. Browne), a range of creams,

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

Page 4: Executive Summary – Emerging Segments · 2020-06-04 · • A key stretch marks brand with a strong natural positioning is Palmer’s Cocoa Butter (E.T. Browne), a range of creams,

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