Understand exactly what scientific skincare is to the consumer.
The Scientific Skincare Consumer and Market
A mistake to polarise the scientific and the natural.
Scientific skincare leaders come from outside the cosmetic box.
The natural and alternative medical traditions inspire scientific
skincare products and treatments.
, we have been documenting
how consumers’ expectations of what a skincare product might, or
should, deliver have dramatically changed. As
, new formulations, which originated in the
world of pharma, have revolutionised
Scientific skincare melds the cosmetic with the medical.
Previously, these were two totally distinct categories.
Scientific skincare democratised the beauty market making
types of products and treatments, which had been for the elite,
and widely available. These innovations blurred
sales channel and product formats.
Years later, what remains striking is how scientific skincare
developed largely under the cosmetic radar.
We suggest that a common misconception – due to a
failure to think outside the box - about the market and the consumer
could be the reason.
Product formulators are unable to appreciate the scope and depth of
the market. Significant sales have been missed and the true size of this
because of an insistence in seeing as separate
what is not. Natural skincare is also a crucial part of the
scientific skincare market. The distinction between the
natural and scientific is unwarranted.
It is artificially
imposed and does not reflect market actualities in any of the regions
– the USA, Europe, Asia - which we have researched.
The reality is that scientific skincare draws on "alternative"
(also known as “natural”) medical traditions –
both products and practices - from around the world. In
"alternative" medicine the natural and the scientific are not
mutually exclusive concepts. This holds true in Asia where the
best example of the “natural” is Traditional Chinese Medicine.
The Chinese skincare market
can draw heavily on
acupuncture and a wide range of traditional medical practices.
The same pattern is repeated in the West where scientific skincare
taps into a long established tradition of Complementary and Alternative
Consumers across Asia and Europe are familiar with, and open to
these product formulations and treatments.
This fundamental misunderstanding about market reality and
consumer attitudes probably explains why
legacy beauty brands have largely ignored - or missed - the category. They
failed to appreciate the sea change
in the skincare market.
They are still working “within” categories.
But it is the innovations from outside the cosmetic box
mainly new and small brands – which are meeting consumers'
requirements for effective skincare.
The scientific skincare market is fully explained
in our Global Skincare: Consumer Behaviour/Regimes and Market
. Contact for details
A 35 minute webinar
which quantifies and explains future directions of
the scientific skincare market is available.
Contact for details