rise of preventative skincare

The Rise of Preventative Skincare and How It Affects Your Target Demographic

Last updated on: 2019

Beauty

The Rise of Preventative Skincare

At the age of 24, I’ve never felt old. That is, until I stepped into the Los Angeles Glossier store. Before you even get the opportunity to walk into the pale-pink-exposed-brick building, you’re hit with a line outside the door of pre-teen and teen girls giggling and snapping Insta pics. Meanwhile, I could literally feel a new wrinkle form as I squinted in the sunlight.

Once you’ve waited your turn in line, you’re transported into another pink wonderland with mass amounts of girls trying on makeup and spot-testing skincare. Yup, that’s right – skincare.

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There is no doubt that getting ahead of the skincare game will help you look younger and keep your skin healthier in the long run. After all, the best way to not have wrinkles is to not get them in the first place. However, the ingredients that are great at preventing fine lines, hyperpigmentation, scarring and more, are also the same ingredients that are great at helping to reverse those same problems.

From serums with Hyaluronic Acid to plumping under eye creams, these 13 and 14-year-olds are using the same ingredients and products that we see being marketed as “anti-aging” solutions to older demographics.

For all of those arguing that kids these days will eat up anything served to them on a millennial pink platter: there’s a reason for that. Upon typing in “preventative skincare” into Google, the first ads that pop up are from the undisputed champs of digital skincare: Glossier, Drunk Elephant and goop. These brands are literally paying to make sure that millennials and Gen Z-ers are being served their products, making sure part of their budget goes to an untapped market in the world of skincare.

The Question Is: Are These Beauty Brands Onto Something?

Short answer: Yes. Long answer: Yes, because they planned it that way.

Take, for example, two serums that contain very similar ingredients: Glossier’s “Super Glow,” and Tatcha’s “Violet-C Brightening Serum 20% Vitamin C + 10% AHA.”

  • A 16-year-old looking at Tatcha’s product: “20%? 10%? AHA? What is this, algebra? Do I even need that much?”
  • A 16-year-old looking at Glossier’s product: “Yes, all I need is to get that glowing skin that is all over my Instagram explore page right now.”

These brands catering to the younger demographic had it ready from the get-go or have done a major change in the way they are marketing. They’ve come up with fun and flirty names, have cute and portable packaging and target the youth with their favorite influencers.

https://www.instagram.com/p/B0YzlK6h1J9/

How Preventative Skincare Affects Your Target Demographic

Is marketing your anti-aging skincare to a younger crowd as a preventative measure doable? Yes. Is it necessary? Nope. Your brand’s target demographic during this delicately-balanced aging era boils down to two things: your price point and your branding goals.

Not only are the bottles the teens are ogling perfectly pink, but they’re also priced within reason. Glossier’s full-sized skincare starts at just $12 (excluding their Balm Dotcom) – chump change even for my past 16-year-old burger-serving self. Alternatively, upon sorting La Mer’s site from “Price: Low to High,” you’ll find that the lowest-priced full-sized skincare product rings in at $95. Not exactly in a millennial or Gen Z’s budget, especially as we’re already cutting out our daily avocado toast to try and save up for a home.

Obviously, both companies have very different target demographics, but are both raking in the dough. La Mer doesn’t want to be an affordable brand and Glossier wants to appeal to the everyday consumer. La Mer would rather have a smaller target demographic of an older woman with high purchasing power, while Glossier prefers a more expansive target demographic of millions of millennials purchasing cheaper products. Which weighs more: a pound of bricks, or a pound of feathers?

Understand Where Your Target Demographic Is

But wait – what if your brand has a wider range of price points? This is where social media platform understanding comes in. Try marketing your lower-priced items to younger audiences on Instagram, Snapchat and even TikTok, while upselling your bigger-ticket items to those who are a bit older on Facebook and Pinterest.

Alternatively, if you want to start marketing towards a younger demographic but have a higher price point, and don’t want to ruin your brand equity, brainstorm new products or product lines that divulge slightly from your original product. Take the high-end beauty brand Algenist, for example. Their original product line starts at about $72 for anti-aging skincare. However, recently they’ve launched a separate family known as ALIVE: a millennial pink and mint branded product set that focuses on protecting skin from environmental stressors and starts at just $38.

https://www.instagram.com/p/By3opcdgzVT/

Aging is, and always will be, a tumultuous topic. As a beauty brand, it is a huge job to be tastemakers on what will be the next big thing in skincare. We’ve come so far from just slapping on Pond’s Cold Cream before bed and have now even come to an era where “aging gracefully” is more important than “anti-aging.” It is always important to remember that while certain demographics lean towards particular trends, it is ultimately brands’ marketing that will guide them along the way.

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Alyssa White
Alyssa is a Digital Account Manager at Taylor & Pond with a passionate love for skincare and sneakers. She owns 50+ pairs of shoes, wears SPF daily, and loves a good nap.