The Shiseido Group brand page for bareMinerals refers to the products launched this month as a “major overhaul” of the brand’s skin care line. This transformation is as much about changing the value proposition with contemporary messaging as it is about reformulation.
Anti-aging is out
bareMinerals’ new SKINSORIALS skin care line comprises nine products to be used in a three-step process: first a cleanser, then the serum, and finally a moisturizer.
The line’s signature ingredient, an herbal extract from the Japanese island ofOkinawa, is key to the serium and is being billed by the company as the Long Life Herb Extract.
The marketing implication is that long lives are healthy lives. “I believe it’s time to focus on making healthy choices every single day that energize you and make you look and feel incredibly vibrant, radiant and beautiful,” says Leslie Blodgett, creator of bareMinerals in a press release about the new initiative.
“Until now, the conversation around skincare has always been about reversing the aging process, and anti-aging. That thinking is outdated,” she asserts. “It’s time to make feeling beautiful the goal.”
Health over youth
The company’s own global skin care survey results indicate that heathy skin is hard to come by and that products should be beneficial beyond the moment or day of application: “72% of women feel that despite using skincare products, their skin is not healthy, and 91% of women wish their skincare products provided long-term results.”
The numbers buttress the bareMinerals refreshed approach to skin care. “These findings—innately tied to the brand’s belief of delivering healthier alternatives—are the cornerstone of new bareMinerals SKINSORIALS skincare, a line based on the fundamental concepts of healthy looking skin and longevity,” confirms the press release.
Leading edge of a trend
bareMinerals’ comprehensive ad campaign and positioning of the SKINSORIALS line is a sign of things to come.
As Cosmetics Design predicted in a video about the top beauty industry trends of 2016, “consumer passion for fitness and wellness alongside the fact that people are living better lives longer makes room for brands...that support natural beauty looks at every age.”
The trend extends from consumer preference, to finished good innovations, and on back to ingredient makers: “Manufactures will necessarily test for effective results of their ingredients on older skin and hair as well as develop new ingredient portfolios to keep up with the shift,” Cosmetics Design forecast.
Hair care ingredient maker Croda is a case in point. That company recently finished testing its Crodazosoft DBQ conditioning ingredient on hair across the age spectrum, including grey. “Customers are looking for proof-in-performance to deliver solutions at all life stages to meet changing consumer needs,” Denise Costrini, hair care marketing manager for Croda North America, told the press.