Marketing Behind Skin Care Products

 Let us begin this blog with a few questions; How often do you purchase skin care products? Have you noticed a new beauty trend in which people are now more drawn to natural and chemical free products? If you somehow happen to have the answers to these questions, then you may have also observed a shift in the way these products are marketed and advertised. 

As you may have seen, nowadays, people are more concerned about their health. When it comes to beauty,  according to the latest consumer trends, people are now more woke about the ingredients, particularly in their skin and hair care products. Marketers were first to recognise this trend and acted on it through their marketing strategies. Let's see how

The Gamechanger 

Previously, the advertising for skincare products focused on listing out the benefits of the product, or by associating the product with some kind of success or achievement in life. To cite an example, we may look at the advertisements for 'Fair & Lovely' over the years, the brand has always tried to associate their product with the success of a working woman based on her beauty. The latter strategy created a need for the product, which generated high sales. 

Now, people have started to embrace their bodies the way they are, and are done with the fake advertising promises and have started looking for and researching the ingredients in a product. And, marketers were first to identify this shift in consumer behaviour. 

What Changed? 

Marketers and advertisers noticed that listing the product benefits alone wont be enough to create a buzz for the same in market and generate a need in the consumer, which may ultimately not result in sales and profits. 

Many newly launched brands adopted a new marketing strategy. After having done a SWOT analysis on the product and applying the AIDA Model correctly, they decided to list out the benefits of their skincare product range, but with a twist. Instead of rattling about the product benefits, brands decided to target keywords like 'Science Backed' or 'Made with Science' in their marketing communications. 

Marketers understood that vaguely listing the product benefits and fake promises would not create the need or desire in the consumer to convert to their products. But mentioning the ingredients or the %age value of certain ingredients like 10% Niacinamide, 2% Vitamin C in marketing communications would lead the customer to believe that the skin care product is medicated or 'science backed' and may work.

 The Result? 

This approach has been successful in generating high sales for products like 10% Niacinamide face serums or 2% Vitamin C face serum or 3% Redensyl and 5% Minoxidil hair growth serums. We don't know if these products are effective or not until we purchase them. And, having the consumers purchase a particular product is the goal of most marketers.