Skincare brands are positioning anti-aging products to target younger markets
Implications - Through playful branding, sophisticated skincare formulas are being repositioned to appeal to the Millennial crowd. Considered the generation that sparked the self-care movement, many Millennials pride themselves on having elaborate skincare rituals that are highly informed by digital media and online forums. Brands are leveraging this momentum to promote preventative anti-aging products to this younger demographic that is both highly concerned and highly educated about its health and wellness.
Workshop Question - How can you target younger demographics as they become more sophisticated through self-education?
Trend Themes
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Youthful Anti-aging Products — Companies are marketing anti-aging skincare products towards the millennial market with unique branding and formulas.
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Anime and Fiction-themed Cosmetics — Cosmetic companies are releasing lines of anime and fiction-themed cosmetics products to market to fans and collectors of popular franchises.
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Fun and Playful Skincare — Brands are appealing to younger demographics with whimsical and fun skincare products such as the unicorn-themed face masks from BioBelle Cosmetics.
Industry Implications
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Cosmetic Industry — Cosmetic companies have an opportunity to experiment with unique branding and packaging to create memorable and attractive products targeted towards different demographics.
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Skincare Industry — Skincare companies have an opportunity to create innovative formulas and ingredients that appeal to younger demographics' skincare routines and concerns.
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Pop Culture and Fandom Industry — Companies and brands can cash in on the enthusiasm of fandoms and pop culture trends by releasing themed and branded products such as anime and fiction-themed cosmetics.
