The pandemic left many businesses across different industries in the dark as a result of layoffs, mandated closures, and physical distancing requirements. However, there were also areas where businesses continued to thrive despite COVID-19, including e-commerce, food, and other surprising additions like gardening and skincare. In fact, revenue in the skincare industry reached $18.7 billion in 2021 so far, the US generating the most revenue compared to other countries. As further interest and growth are anticipated in the next five years, advancements in the field continue to develop as well, especially in technology. As beauty and skincare industry giants started with their first tech acquisitions to the development of customized products and experiences, technology-based skincare is here to stay.
Focus on Customer Experience
As the pandemic hampered skincare providers’ ability to meet clients’ needs, professionals turned to digital consultations and services. For instance, brands like Dermalogica created an online face mapping tool to collect skin photos and concerns to make product recommendations, a strategy that other skincare brands have also followed suit. Naturally, expert opinion is needed to make this approach credible, which is where professionals like dermatologists, estheticians, and dermatology nurses (registered nurses with specializations in skincare), play an important role in diagnosing and treating medical and cosmetic skin conditions. This is to ensure that the treatments recommended are safe and effective, especially when it comes to trending products with ingredients that should not be used in the same routine (e.g., hydroxy acids and retinoids in the same routine).
Digital marketing and technology make these new experiences possible, especially in an age where consumers are more reliant on the internet for product information than ever before. By providing reviews, ingredient uses, and other information through engaging media like interactive apps and video tutorials, consumers can enjoy a value-adding and highly personalized skincare experience despite the distance.
Modern Treatments for Aesthetics
Technology has made it possible for more skincare and cosmetic procedures to be administered in minimally to non-invasive ways. These include treatments and procedures like microneedling, which works around the basic principle that the efficacy of skincare ingredients is only as good as the drug’s effectiveness and its method of delivery. Other treatments like microdermabrasion and chemical peels exfoliate the skin to varying degrees using beta and alpha hydroxy acids to prevent wrinkles and aging. People can reap the same benefits without going through more invasive techniques.
Take, for instance, the growing popularity of ‘drive-thru botox’ in the country. Gabrielle Garritano, a physician assistant and founder of Ject told the New York Times in an interview: “Injectables don’t need to be scary, and they don’t need to be done in a secret garage.” She went on to explain that they want patients to feel more comfortable and think of these places more like salons instead of medical offices. Physician assistants like Gabrielle are becoming increasingly important in the changing face of noninvasive beauty treatments such as these, along with nursing specialists, they take special care to ensure that customers feel comfortable and completely safe throughout the whole process.
These advancing technologies are not just limited to skincare. They are also applicable to other areas of medicine, such as the use of botox for depression. In order to get this treatment, patients will need to be referred by a mental health specialist. After consulting with a therapist, your first port of call will be a specialist nurse who has completed a RN to BSN program to become a certified mental health nurse. They will be able to make the initial diagnosis and recommend you to the right doctor. While this treatment is new it is proving to be effective for those who haven’t made progress through traditional methods.
As the beauty and skincare industries move towards clean and organic trends, consumers and companies alike are becoming more conscious of ingredient transparency. Case in point, about 60 percent of beauty consumers want to know more about where ingredients are being sourced. However, not everyone is well versed in deciphering ingredient lists on skincare labels. Businesses are using ingredient intelligence platforms and blockchain technology to further educate and boost customers’ confidence in their products to bridge this knowledge gap.
Brands like EM Cosmetics have even partnered with Bitcoin rewards programs to earn every time they purchase products. Transparency software is also being used to assuage customers’ apprehensions of greenwashing by substantiating brand claims, especially where ingredients are concerned. Some e-retailers like Cult Beauty have taken transparency to the next level, providing certifications, accreditation dates, and summaries on labels like ‘cruelty-free’ and ‘coral reef safe.’
It becomes even easier with digital marketing strategies geared towards ingredients-based information on search engines. Voice assistants such as Siri or Alexa can easily tell customers whether certain products contain parabens, fragrances, or other potentially harmful ingredients. Such technology can do plenty to move brands away from greenwashing to provide consumers with honest claims about what a product can and can’t do.
The skincare industry has flourished despite the limitations of the pandemic, especially in terms of technological advancement. As more tools like LED light therapy tools and skin tightening handsets develop, it provides more insights about avenues of growth for the skincare industry, such as product development, digital marketing, and career advancement. As the industry develops into a more transparent, customizable, and competitive landscape, the future continues to look bright. For more information we have plenty of skincare articles.
Written by Allison M Carling
Exclusive for evenskyn.com