It’s no secret that we are in a time of information overload when it comes to our skincare routines. TikTok and television, family and friends are all quick to offer their take on how you should approach your self-care, and what to invest in.
But instead of feeling overwhelmed by this unlimited available intel, consumers are using it to their advantage - searching out scientific results, seeking expert opinions and doubling down on dermatological needs.
Nearly 50% of Gen-Z consumers research beauty products extensively before purchase (Business of Fashion), and The Future Laboratory reports that beauty brands are taking cues from healthcare to push science-backed and data-driven approaches to product innovations.
And beyond their own research, consumers are turning to respected experts to deliver their skincare solutions. Searches for “dermatological skincare” were up 147% this year on digital beauty retailer LOOKFANTASTIC, whilst both Business of Fashion and Mintel have reported that brands need to ensure endorsement from scientists, dermatologists and certified practitioners alongside clinical results to truly instill confidence in consumers.
“Looking after our skin is a serious business. Our skin is our largest organ, and the first line of defense against UV rays, pollution, environmental aggressors and infection - so it makes sense that it is treated with the same reverence as we would treat our other organs.
Seeking expert advice on how to treat specific concerns, what ingredients we should be using and when to use our skincare is imperative. It’s reassuring to see that 3.5 billion people have viewed #SkinBarrier on TikTok, and that younger generations are educating themselves on skin barrier maintenance and protection.”
Read part 4 here.
Read the full trend report here.
