ALL RESEARCH & FINAL DESIGNS : https://bsouthallgdes3010.myportfolio.com
What is the significance of the recent growth of social media linked to the skin care industry historically and how might this paring evolve in the future?
Since my project last year, I have used my research to develop my idea away from the redesigning of a skincare based website and toward the branding of my own skincare range. Whilst doing this, I will explore how the skin care industry has changed over the years and how the growth of social media has had influence on the branding and advertisement.
According to Simple, they were the 'first to offer facial cleansing that said no to the nasties like perfume and colour', and that their products are 'still made with no colours or dyes, perfumes or harsh chemicals that can upset your skin'
Simple products are sold at shops such as Tesco, Boots & Superdrug for usually less than £5 per product. This makes is affordable for all ages, especially teenagers & young adults. Simple have taken advantage of their target audience and have 'Little Mix' as their celebrity endorsement to encourage even more of that age group to purchase their products.
Although their original range remains the same, the packaging of their 'Little Mix' range is updated to keep up with trends and fashions, encouraging people to buy the product for the packaging, not necessarily the product inside. Their brand colour is green, used in the logo and their original packaging but also still used within their newer, trendier products within their logo and promotional designs.
Clean & Clear, a dermatological range owned by 'Johnson & Johnson' are another skincare brand, typically priced under £5. This, again means that their target audience is the teen- young adults who want to have good skin and according to Cision PR Newswire "has a strong and successful heritage in answering the skin care needs of young women." Like Simple, Clean & Clear have also used celebrities to promote their brand.
Their packaging and promotional designs use a lot of vibrant colours which are eye catching in shops and online. From their Instagram page (https://www.instagram.com/cleanandclear/), it is apparent that their branding and marketing change a lot to fit in with trending colours and imagery. They also use a lot of models on their feed with perfect skin, depicting that if you use this product, you will look like them.
Clinique and Decléor
Average price: £15-£25
Like most other skincare brands, Clinique pride themselves in avoiding the use of allergens, irritants and ingredients in ways that could potentially harm your skin. According to Anna Chesters who wrote an article for The Guardian in 2011, US Vogue editor Carol Phillips, Evelyn Lauder, and dermatologist Norman Orentriech together developed Clinique after a Vogue article in 1968 discussing whether great skin can actually be achieved through a proper skin care regime.
Cliniques packaging is colourful but uses good quality materials to appear upmarket. They use a few different colours that have remained the same to identify different ranges of their products. The simple logo is used as a symbol of a 'C' too which is effective in being bold and eye-catching when on on a shelf. The logo and brand hasn't changed much over the years so is identified by a lot of people and is a popular, loyal brand within the industry.
Add research on DEcleor
Clarins original philosophy which they state they still remain by is: "listening to women to truly understand their needs, and developing safe, natural and highly effective skin care products." They also pride themselves for their 'responsible innovation' regarding their 'ability to find clever solutions for a desirable and viable future for all'. They work to constantly improve their products and their ingredients in them to keep up to date with the growing trends and needs of the beauty industry.
Elemis is the current #1 Luxury British Skincare Brand. During 1996, Elemis was acquired by the world’s largest spa service provider Steiner Leisure, where Séan Harrington (Co-Founder, CEO), Noella Gabriel (Co-Founder, President) and Oriele Frank (Co-Founder, UK Managing Director) worked on the 'New vision of Elemis'. A new logo was developed, over 600 packaging components were sourced and in 1998, Elemis was relaunched.
Elemis is found and used in a lot of spas around the world. It uses aromatherapy and vibrant scents as part of its unique selling point. This is depicted throughout the brand's expensive looking packaging, light coloured glass bottles and pots with minimal writing on.
Bibliography
The Derm Review, Elemis Review, 2018, available at: https://thedermreview.com/elemis/
Cision PR Newswire, CLEAN & CLEAR® Skincare, Demi Lovato and DoSomething.org Join Forces to Start a Massive Movement Encouraging Teens to Give Back, June 2010 available at: https://www.prnewswire.com/news-releases/clean--clear-skincare-demi-lovato-and-dosomethingorg-join-forces-to-start-a-massive-movement-encouraging-teens-to-give-back-96372024.html
A Brief History of Clinique, Anna Chesters, Oct 2011, https://www.theguardian.com/fashion/fashion-blog/2011/oct/31/brief-history-of-clinique
https://www.clinique.co.uk/special-offers
https://www.elcompanies.co.uk/en-GB/our-brands/clinique
https://www.clarins.co.uk/explore-clarins-story/Responsible-beauty-innovation.html
https://fashionista.com/2019/01/skin-care-beauty-industry-growth
References
Who buys skincare?, Oct 2019 https://www.surveymonkey.com/results/SM-VPPZ6TJQ7/
Cision PR Newswire, CLEAN & CLEAR® Skincare, Demi Lovato and DoSomething.org Join Forces to Start a Massive Movement Encouraging Teens to Give Back, June 2010, https://www.prnewswire.com/news-releases/clean--clear-skincare-demi-lovato-and-dosomethingorg-join-forces-to-start-a-massive-movement-encouraging-teens-to-give-back-96372024.html
A Brief History of Clinique, Anna Chesters, Oct 2011, https://www.theguardian.com/fashion/fashion-blog/2011/oct/31/brief-history-of-clinique
Clinique, https://www.clarins.co.uk/explore-clarins-story/Responsible-beauty-innovation.html
