Scientific innovations have come to the beauty aisle in a big way – particularly in the skincare category. From topical products to high-tech devices, today’s beauty brands are using scientific innovation to push the boundaries of skin health and well-being for consumers of all ages – and she can’t get enough. To capture and keep her interest, brands must focus on strong consumer claims, robust online reviews and price.
Share Your Data
As more and more brands enter the scientific skincare arena, it is becoming critical that brands include their consumers in the conversation. When it comes to your scientific skincare breakthrough, don’t be shy about sharing your findings. Beauty consumers want the full download on your science, and to believe that your product is for someone like them. To capture her attention and make your brand relevant to consumers, 67% of women say they want the nitty-gritty details and to learn exactly how the science works. Accordingly, once her interest is piqued, she wants to see the proof through visuals (62%), and a demonstration that the benefits will last (57%). Women also want to learn how your product works better than competitive offerings (56%), and to see consumer claims (from other women, similar to them) that demonstrate the benefit of using the products (58%). Finally, to really make your products relevant to women of all age groups, 60% of consumers say a kit that addresses skin concerns specific to their age group is a must.
What brands does she think of most when she thinks scientific skincare? Bare Minerals/Bare Escentuals; Murad; and Clarisonic.
Crunch The Numbers
Just as sharing your research is an initial interest driver for your scientific skincare brand, there are several key drivers for getting her to actually purchase. First, the good news – top reasons why consumers would be willing to pay $65 for a scientific skincare product include: it’s clinically proven (63%), she read a positive, on-line review (61%) and it was recommended by a friend (57%). Now, the not so good news – why she won’t spend $65: she can’t find an online review (71%), she can’t determine if the product is for someone with her specific skin concerns (63%), and there is no detailed, unbiased product information available for her to review (61%). When probed about why she isn’t purchasing scientific skincare in general, a lack of clarity about how the product works and the benefits promised ranked high, as did cost. Some women aren’t purchasing science based products because they are simply too expensive for her budget. To lead in this category, smart brands will focus on scientific breakthroughs or technology that can be implemented broadly and at varying price points, and then use robust consumer claims and reviews to build a grass-roots, consumer movement of people talking about your brand.
And although it may seem that scientific skincare is primarily a benefit to consumers over the age of 35, and ostensibly facing aging skin concerns, don’t discount your millennial target. Millennials are keenly interested in products that will help them delay or prevent the signs of aging (54%), but they also need to be affordable and deliver benefits that are proven to last (53%). To get her to use your products, 52% would like to an online video or tutorial, and 60% would like a skincare kit that specifically targets the skin concerns of consumers in their age group.
As the scientific beauty category continues to expand, and ever-more advanced products become available, so too will consumer interest. If you want your brand to hold this interest, give consumers what they are seeking: scientific products they feel are targeted to their skin concerns; that deliver real, lasting benefits (she can see!); and that offer a good value. By bolstering these reasons to believe with powerful clinical claims and online reviews, you are positioning your scientific beauty brand to go straight to the head of the class.
About the author
Based in the Washington, DC area, Jennifer has worked for nearly 20 years as a marketing, communications and research professional, successfully implemented effective marketing strategies to grow marketshare for companies in many industries. Through the development and execution of laser-focused research programs, her strategic counsel helps clients uncover consumer buying behaviors, consumer wants and needs and garners product claims essential for marketing, advertising, product promotion and sell-through. Jennifer has extensive experience in creating and conducting online and in-person consumer research for the beauty industry.