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Marketing Matters: Professional Skin Care Comes Home

By: Liz Grubow
Posted: August 5, 2008, from the August 2008 issue of GCI Magazine.
Olay

Olay realized that little room is available at point-of-purchase to explain to women the features and benefits of its products and wanted to take a proactive role in helping women with a customized routine suited to their needs.

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Nicholas Perricone himself, holds dozens of U.S. and international patents for the treatment of skin and systemic disease and for the topical anti-inflammatory ingredients for reversing and preventing damage to skin caused by factors such as age, the sun, the environment and hormonal changes.

Origins includes a Plantidote Mega-Mushroom Program said to optimize skin’s defenses. In addition, Weil uses turmeric as a key ingredient in the Conditioning Lip Balm offered in the line.

Howard Murad MD, a pioneer in the industry, introduced treatments for use in the comfort of one’s own home more than 20 years ago and has 60-plus products to his credit. The Murad Resurgence Collection and an Acne Complex Starter Kit are two of his offerings. With more than 17 U.S. patents for his skin care products and concepts, Murad was one of the first to create a formulation with exfoliating alpha hydroxy acids to treat the signs of aging and to utilize antioxidants to treat environmental damage and signs of aging.

Gross, a New York City dermatologist with a reputation among the fashion and beauty elite, created the MD Skincare line of products billed as the “surgical procedure alternative.” The MD Skincare line includes cleansers and moisturizers for more youthful skin, as well as products that address skin conditions such as rosacea and hyperpigmentation.

These leading dermatologists are making a remarkable impact as a result of the research behind and the technology involved in the creation of their skin care regimens. These brands have stories and founders that enhance their credibility. Ongoing product innovation supported by proprietary science keeps these brands fresh and relevant to the consumer. The home personal care segment is soaring with consumers expressing their desires to expand a clinical or salon experience at home.

European Influence

Two other innovative brands migrating into homes first originated in the European pharmacy—L’Oréal’s Vichy Laboratories and Roc. Historically, European women were accustomed to visiting the pharmacy seeking solutions to skin issues. Pharmacists often spent more time with customers, and customers, in turn, preferred the individual guidance and on-going relationships.