Skin care doesn’t have to be complicated if you don’t want it to be. Simplicity is key for consumers this year. They are focused on recommended natural & healthy skincare options, while not breaking the bank. Below dives deeper into the 4 key points to understand what consumers are looking for in skin care in 2020.
Healthy Living Trend
Most skin care purchasers want to look good while feeling good. The healthy living trend has become more than a food trend, it has become a focus for consumers as a part of their everyday skin care routine. Dermocosmetic products have become extremely popular to prevent skin damage. These products focus on enhancing the skin. Now what customer wouldn’t want to enhance their appearance?
Consumers have also become aware of sun damaging. Incorporating sun care products into the line increases the likelihood of purchase. Even anti-pollution products have been catching the eyes of customers. Any product that can prevent the harmful external causes of the environment will instantly lure customers in.
“Our skin is a true reflection of our overall health,” shares Dr. Rocio Rivera, Vice President and Head of Scientific Communications for L’Oréal Paris.
All Natural Ingredients
Consumers have become more and more aware of what they’re putting onto their skin. They’re starting to read ingredients and understand the do’s and don’ts when searching for their holy grails.
“More than ever, people are researching the ingredients they put into and onto their bodies. For example, we saw that ‘vitamin C’ and ‘hyaluronic acid’ were — and continue to be — two of the most-searched anti-aging skin-care terms,” says Dr. Rivera, Vice President and Head of Scientific Communications for L’Oréal Paris.
Vitamin C and hyaluronic acid are both amazing for your skin. Immediately, customers notice that your line focuses on important ingredients that actually target problems.
The New Toxic Beauty Documentary Asks: Are Skin-Care Products the New Cigarettes? People are hungry for education and information about skin care. There are so many products in the market people feel they can’t trust because of their harmful ingredients. It’s important for a brand to be honest and truthful towards what they put in their products and to include safe formulas that’ll impress their customers.
Influencer Marketing is one of the smartest and most cost effective strategy to use when promoting skin care. Influencers have a powerful effect on their audience because they are viewed as trustworthy and honest with their reviews. Skin care products are becoming more and more popular as millennials start to become more aware of their own skincare needs. One of the most important reasons they have become so curious is because they see their favorite influencer talk about it on social platforms.
Potential customers are 71% more likely to “make a purchase based on social media referrals” says Neil Patel.
Honesty is important when it comes to collaborating with an influencer. It’s important for them to try the product for a couple of months to truly understand the formula. It’ll make their reviews more authentic and relatable. Viewers can often tell when an influencer isn’t being real.
There’s even a simple formula to follow that Bethany McDaniel created as she built her own skin care company from the bottom up:
- Find like-minded influencers and their offshoots (think: cookbook authors, health-focused food blogs, etc.)
- Continue producing awesome products
- Offer to give them some
- Be a nice person
Affordable prices while doing the job
What better way can a person rave about your product if it performs well while being at such a low price? Customers are looking for affordable products while staying on top of their budget. They don’t want to spend a fortune to see results.
When it comes to basic skin care, the cost should be reasonable. If we take a look at the top drugstore skin care products, their prices are affordable and convenient for the consumer to purchase.
…while doing the job…
Customers can buy all the skin care they want but the end results are always the main deciding factor. Taking the time and making sure your products correctly perform the way they are advertised is very important. Stating claims as well as testing your skin care will help build brand credibility. If you can getting products tested and approved by professional dermatologists creates that will increase consumer trust in your skin care brand.
Whether it’s living a healthy life, natural ingredients, watching their favorite influencer, or finding that perfect affordable product, each trend plays a major role in today’s consumer skin case purchases.
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