Mass skin-care labels have increasingly gained buzz, and currently, Neutrogena tops the rankings. The brand is followed by La Roche-Posay and L’Occitane, according to new Glossy-exclusive Launchmetrics data.
The brands were analyzed using a proprietary metric called media impact value (MIV) that encompasses influencer posts, print media, official third-party partners and brand-owned channels. Overall, skin-care conversations grew by 23% in 2020, while makeup declined by 10%.
The list includes a mix of brands at luxury price points like Biotherm, as well as buzzy accessible brands such as CeraVe and The Ordinary. Drugstore brands, in particular, are seeing a boost from skinfluencers and consumers shopping at essential retailers.
“The driving conversion factor [for skin care] is more about the validation of the product versus the price point,” said Launchmetrics CMO Alison Bringé, during a webinar with Glossy on Tuesday. (See the full video here.) “[Consumers are] starting to realize that it doesn’t have to have a heavy price tag for it to work.”
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Mass skin-care brands’ easy availability at drugstores and health-focused messaging have especially appealed to consumers during the pandemic.
“With the pandemic, people are looking a lot less for that aspirational, inspirational feel from brands,” said Bringé.
Mass brands have tapped into skin-care influencers on social media, including dermatologists, estheticians and product reviewers with a focus on relatability. For example, in March, La Roche-Posay sponsored a campaign in Europe calling on people to embrace their skin imperfections.
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“Brands are really leaning into these difficult conversations that their consumers want to hear,” said Bringé. “That’s also why influencers are talking about challenges and using dermatological brands.”
