She has a first and last name: “ Snapchat Dysmorphia ” or “ Instagram Face ” and it is the obsession of many young people for resembling the beauty filters they use on social networks such as Instagram, Snapchat or TikTok. With just a swipe of your finger you can correct spots, acne and increase the size of your eyes or your lips. What’s more, settings like enhance on TikTok or touch up my appearence on Zoom get you to have perfect skin in an instant. It is not surprising that the cell phone numbers list of people who come to aesthetic medicine clinics because they want to look more like their “self” with filters is increasing, according to data from a study published in the medical journal JAMA. The Advertising Standards Authority (ASA), the British advertising self-monitoring body, has already taken action on the matter. After #FilterDrop campaign, driven by Sasha Pallari, banned the use of filters Instagram beauty influencers . Their argument: it is not okay to mislead the audience into buying cosmetic products that do not give the results that the brand leads them to believe. Its purpose: to show more real skin on Instagram.
A new generation of brands, the beginning of a paradigm shift
There are few brands that truly become leaders in the beauty industry. Most of them seem to be made with the same pattern: pastel-colored packaging, not very innovative formulas and the same purpose: to sell an unattainable ideal of perfect leather. The new generation of brands comes with differential products, social causes and they talk about taboo topics without a filter. They have become a Betting Email List that goes beyond the start that propelled publications such as Allure , banning the term antiaging in its editorial line in 2017, or marks purely millenial as glossier, with its ” Skin first, makeup second ” in 2014 This generation is shaking the industry with shots of reality and authenticity. Topicals, a revolution for chronic skin conditions
When Olamide Olowe, 23, and Claudia Teng, 24, launched Topicals in August 2020, it was clear to them: we must change the way we think about skin. Both suffer from chronic skin conditions, eczema and post-barbae folliculitis, and they confess to having felt isolated from the beauty community for not having perfect skin. They focused on this audience and on generation z and launched 2 products to the market. Minutes later, stocks ran out. Your secret? Treat and destigmatize chronic skin conditions while normalizing the way we talk about them. Twitter, the main channel to reach your audience
Many are surprised when the two founders explain that their content strategy is not focused on Instagram or TitTok, but on Twitter . For Topicals, Twitter is a space for debate and the perfect place to converse with their followers and educate them about skin and ingredients. For them, the product has always been secondary to their mission: make skin care accessible to everyone. They want to open discussions, for people to speak openly about their chronic conditions and understand how their skin works. In this way they try to break with the stigma that surrounds a subject that too many times has been taboo. In addition, this channel has also become a sales engine. Twitter once accounted for 70% of Topicals sales in one day and typically accounts for 50%.
Billie, the brand that broke the rules on pink tax, waxing and body hair A subscription service focused on women, with a direct focus on the consumer and without mincing words (although it does in most of its photographs). This is Billie , the brand of razor blades founded in 2017 by Georgina Gooley and Jason Bravman, and acquired by Procter & Gamble (P&G) in early 2020. Billie has managed to create a new cultural narrative in the beauty industry and what has done in a market focused on men and women “Venus”. Your strategy ? A message of authenticity against the pink tax and the rejection of female body hair that resonates with the values of its target audience; digital content designed for mobile-first and the use of data. Mobile-first content
All the content that Billie creates is optimized for mobile so that it can be consumed quickly and easily. In addition to ensuring the best viewing from these devices, your videos show your value proposition in the first 5 seconds. All of your content is strategically designed to entice users to view, like, share, and comment on it. Data-driven strategy
Since its inception, Billie conducted surveys, focus groups and research in the online environment to obtain information on the behavior of women in relation to hair removal. All this information helped him to detect weak points in the existing market. Today’s data usage is the guide that allows you to expand your product offering and refine your subscription model. Billie not only listens to her customers, she understands their motivations, their behavior, and uses it to guide her marketing strategies. In a world full of aesthetic pressures, taboos and flters, where one in six young people will experience an anxiety disorder in relation to social networks – according to a study published by the Royal Society for Public Health (RSPH) and Young Health Movement – brands as Topicals and Billie lead the way and serve as a reference to stop seeing the beauty industry as part of the problem and focus on how it can be part of the solution.