Skincare Brands: A Consumer’s Love and A Marketer’s Insight

As someone who’s passionate about skincare both as a consumer and a marketer, I’ve had the unique opportunity to experience the best and worst that the industry has to offer. I’ve seen skincare trends come and go, but more importantly, I’ve seen how brands engage with their customers and where they fall short. From my own daily routines to the strategies I help build for luxury skincare brands, I’ve gathered some insights on what works, what doesn’t, and the gaps that I believe skincare brands should urgently address to stay ahead of the market.

Skincare has always been more than just a routine for me - it’s a ritual. Whether it’s applying a hydrating serum or indulging in a rich night cream, I’ve tried products from every corner of the market, from cult-favourites like La Mer to emerging brands like The Ordinary. Some brands truly understand how to speak to their audience, while others seem to miss the mark despite having strong ingredients and formulations. 

But as a consumer, I’ve noticed certain recurring frustrations - complex ingredient lists, overwhelming product ranges, and a lack of personalised advice. This brings me to my perspective as a marketer.

The Marketer’s Lens: Where Skincare Brands Miss the Mark

While many brands are great at creating beautiful products and packaging, they often overlook essential aspects of the customer experience, both online and in-store. Based on my work with luxury skincare brands, here are the gaps I’ve seen that could be game-changing for skincare companies if addressed properly:

1. Overwhelming Choice, Lack of Guidance

Many skincare brands flood the market with extensive product lines - sometimes too many. Consumers are often left overwhelmed with the choices, not knowing which serum, toner, or cream is right for their unique skin concerns. The solution? Personalisation. Brands need to offer more tailored guidance, whether through AI-driven quizzes on their websites, virtual skincare consultations, or easy-to-understand product pathways that guide customers to what’s best for their skin type.

Example: Elemis (a personal favourite) is a great example of a brand that offers high-quality products but doesn’t quite bridge the gap when it comes to providing seamless personalised recommendations.

2. Missed Opportunities in Digital Engagement

Skincare brands, particularly those with a luxury focus, often rely too heavily on traditional advertising and lack innovative digital engagement strategies. Social media platforms like TikTok and Instagram have become powerful avenues for skincare discovery, but brands still haven’t fully tapped into user-generated content (UGC) and influencer campaigns as effectively as they could. A strong UGC campaign coupled with influencer marketing can create authentic, long-lasting brand buzz.
Example: A brand that does this really well is Glossier. Glossier has built a cult following by mastering digital engagement, especially on platforms like Instagram and TikTok. They have leveraged UGC to create a community-driven brand, encouraging customers to share their own experiences with products using branded hashtags. Their influencer strategy also focuses on authenticity, collaborating with micro-influencers and everyday users to showcase real results. Glossier’s approach to UGC and influencer marketing has made them one of the most relatable and talked-about skincare brands online. Their ability to engage with consumers where they naturally spend their time, paired with user-led content, has set a high standard for digital engagement in the skincare industry.

3. Transparency and Ingredient Education

While there’s been a big shift towards clean beauty and transparency, many brands struggle to communicate their ingredients and benefits clearly. As consumers become more ingredient-savvy, they are demanding more transparency about what goes into the products they put on their skin, and quite rightly.

Solution: Brands should invest in education-driven marketing. Simple explainer videos or interactive content on ingredients can go a long way in building trust. It’s not just about listing ingredients but demonstrating why they matter, and more importantly, how they work for different skin concerns.

4. Inadequate Emphasis on User Experience

As someone who loves indulging in website user experience, I’ve noticed that even the most luxurious skincare brands sometimes fall short when it comes to usability. A brand that has struck a great balance between aesthetics and seamless UX is The Ordinary, especially with their "Build My Regimen" feature. This tool makes the browsing experience highly personalized and educational for users. The "Build My Regimen" feature allows customers to input their skin concerns, desired goals, and current skincare habits. Based on this input, the tool recommends a tailored routine using products from The Ordinary’s range. What makes it stand out is the clear explanation provided for each product’s role in the regimen, including instructions on when and how to apply them. This level of guidance demystifies skincare for users, making them feel more confident in their purchase decisions.

Opportunities for Skincare Brands Moving Forward

As I continue my journey in skincare both personally and professionally, I’ve witnessed the following opportunities for brands to stay ahead in what is already and continues to become a competitive and crowded market.

• Leverage AR for Virtual Try-Ons and Skin Analysis: Augmented reality (AR) is an untapped opportunity that could revolutionise the skincare industry. With AR, customers can virtually "try on" products like serums or foundations and see how they might look on their skin before purchasing. Advanced AR tools can even perform real-time skin analysis, identifying concerns like dryness, redness, or blemishes and recommend suitable products. This personalised, immersive experience bridges the gap between in-store consultations and online shopping.
• Elevate Social Commerce: Social Commerce, the Integration of seamless shopping features within social media platforms is becoming essential. Brands should enable consumers to shop directly from social media with easy checkout experiences, while also leaning into UGC to build community-driven content.

• Focus on Sustainability and Ethical Practices: Consumers today care about more than just the efficacy of a product - they care about where it comes from and how it’s made. Brands that double down on sustainable packaging, ethical sourcing, and eco-friendly practices will continue to stand out.
• Create More Engaging Content: Moving beyond polished ads, skincare brands need to create content that resonates with real consumer experiences. From before-and-after testimonials to influencer-led tutorials, the focus should be on authenticity.

Conclusion: A Love for Skincare with a Vision for Growth

As both a skincare enthusiast and a marketer, I see so much potential for brands to deepen their connections with consumers. By addressing gaps in personalisation, digital engagement, and transparency, skincare brands can elevate their customer experience, build loyalty, and set themselves apart in an increasingly competitive landscape. It’s not just about the products - it’s about how they engage, educate, and empower the consumers who use them.

Are you a skincare brand looking to elevate your digital experience and better connect with your customers? Let’s discuss how we can enhance your user journey, personalise your offerings, and create meaningful engagement that drives results.

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