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The Next Generation of Anti-aging
By: Abby Penning
Posted: February 1, 2012, from the January 2012 issue of GCI Magazine.
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Engaging the anti-aging consumer—whether she is seeking to eliminate wrinkles or prevent them—does require the product to have a hook. “Consumers are looking for innovation and for the product developer to connect with them in terms of something that works, so you have to temper science with sensibility,” says Anthonavage. “In a way, the product developer has to get inside the consumer’s head and identify what her problem is and then focus on a creative way to tackle it. A lot of times that isn’t just with one product, so you also have to be willing to educate the consumer about daily applications and regular skin maintenance. Once you get the consumer engaging in the process, you’ll have more compliance and see better results.”
However, overwhelming the consumer with too much information is also a real danger, because information saturation may cause her to tune out. “If it gets too complicated, it will just go right over the consumers’ heads,” says Anthonavage, and Bernstein notes, “From a marketing standpoint, many anti-aging products tend to just focus on one ingredient, but what really changes skin is a good combination of multiple ingredients, in a similar fashion to how the skin normally heals or regenerates with just the right combination of growth factors. You have to get customers engaged, but once you do, it’s about keeping them with a product line that produces results.”
“At Cellure, the number one goal is to educate the consumer on the ingredients in the line, especially the Lipotein extract,” says Sappenfield. “We believe that if consumers understand the technology behind the brand then their overall satisfaction will greatly increase.”
Luckily, there are now a variety of ways for brands to communicate product education to consumers—social media such as Facebook and YouTube, dedicated websites, TV infomercials, magazines, home shopping channels and much, much more.
“You have to take the time to convey the science of your products and ingredients in layman’s terms. You have to lay it out in a way that makes the consumers think, ‘Hey, that’s a pretty cool idea!’ and then makes them want to share it with their friends,” says Anthonavage. “A lot of this market is leveraging new discoveries in biology and skin care to pave the way in terms of innovation and new product development. You might develop a great anti-aging ingredient or product that can do multiple things, but then your next move is to know your customers well enough to know how to use this innovation to engage them. Do they want to talk about the moisturization or the anti-inflammation? If a product reduces fine lines and redness, but your customer is focused on wrinkle reduction, that’s what you want to talk about. Focus on what your customers are looking for and let them be further engaged by the other great things the product does.”