Skincare brands turn to scientific branding methods
Implications - Skincare brands are opting for a more clinical approach to their branding. With the rise of "pharma cosmetics," many brands want to emphasize the science-driven nature of their product rather than its holistic properties. Medical branding inspires trust and confidence in a product, which is especially beneficial in times of economic uncertainty.
Workshop Question - How could you leverage packaging to communicate the benefits of your products to the consumer?
Trend Themes
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Clinical Branding — Skincare brands are opting for a clinical approach to their branding, emphasizing science-driven nature of their product rather than their holistic properties, demonstrating an opportunity to use medical or scientific-based marketing.
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Targeted Skincare — There's a growing demand for targeted skincare products, especially those aimed at niche markets with diverse needs, which suggests an opportunity to create products that cater to specific sub-groups of people like women of color.
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Innovative Formulations — There's a need for innovative formulations that have multifunctional properties, like converting from a gel to a milk texture or topically applied vitamin A and essential antioxidants, to meet the diverse needs of consumers.
Industry Implications
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Beauty and Skincare Industry — With a growing demand for targeted and science-based skincare, this industry has opportunities to create products that cater to specific sub-groups of people and emphasize the science and technology behind their products.
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Medical Industry — The medical industry has an opportunity to market more cosmetic or skincare-based products, using medical branding to inspire trust and confidence in their products and potentially increase their revenue channels.
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Packaging Industry — With an increased emphasis on clinical or science-driven branding, the packaging industry can help brand owners differentiate and convey the clinical or scientific properties of their products through unique, visually striking packaging designs.
