Skincare is here for the long haul. Instead of hiding acne blemishes and scars behind layers of make-up, millennials are confronting skin imperfections head on, resulting in an increase in drugstore beauty products and skincare start-ups.
Millennials are very conscious shoppers who refuse to settle for just any brand. They seek to align themselves with brands corresponding to their values and belief. As of late, cruelty free products and brands have seen a significant increase in popularity and sales, which have caused drugstore mavens to rethink how they create, market, and distribute their products. Cult-favorites Glossier and Milk, have changed the skincare and cosmetics game with their direct-to-consumer start-ups. This provides their consumers with the highest quality ingredients at wallet-friendly prices.
International factors have also played a major role in the reinvention of skin care. Korean skin care products such as Skin Food and Laneige have been all the rage with their fun and cool formulas and technologies, rivaling established brands such as La Prairie and Le Mer. Cécile Shrimpton, senior marketing and retail consultant at Wagram Consulting, said, “[Millennials] are all about having fun and having a cool moment applying skin care with cool formulas in Woman’s Wear Daily’s article Millennials Turn to Drug Stores for Skin Care.”
Brand such as Clean & Clear, L’Oreal, and Garnier, have taken notice of the biggest trends in skin care and have reinvented formulas that make routines easier and fun. Clean & Clear has introduced an oil-free Acne Triple Clear Bubble Foam Cleanser (6.99 at Target) similar to products that are commonly used in Korea and Japan. Retailers are also looking to cash in on the skincare trend. Retail chain, Target, has always placed strong emphasis on their beauty and skincare assortments, but more recently, they have introduced more K-beauty favorites such as Missha, and Laneige. Skincare is here to stay.