Key market challenges addressed
An overcrowded segment brimming with overcomplicated jargon, skin care’s biggest challenge – and opportunity – is to cut through the noise and return to simplicity.
“In an industry that over the years has engulfed itself in buzzwords, straight talk should replace this,” says Abi Cleeve, founder of skinSense and Ultrasun.
“One size never did fit all, and we should make it easy for the customer to make informed decisions. The customer is expecting communication to be simple, straightforward and transparent. We as skin care brands have a responsibility to not only translate the INCI but explain how these ingredients are going to work and give results – a true reflection of the ingredient potency level and its delivery system. We have to be very clear in our messaging so that the consumer is getting what they expect.”