One common situation we often assist our clients with when they’re in this position: Those who are looking to add to or improve their line of products. You may have a number of questions as you approach this issue – which sorts of products should you add? Should you add just a single item to your catalog, or several all at once? We’re here to help with these questions and more, plus many of the answers that depend in large part on your customer base and your design capabilities.
One particular bit of advice we often offer our clients in the skin care field specifically, however: You can’t really go wrong if you focus heavily on anti-aging and retinol products, which are all the rage in this area in recent years. Here’s a primer on the anti-aging segment of the skin care market, plus why those looking to add to their skin care lines will often do well to increase their selections here.
The Realm of Anti-Aging and Retinol
“Anti-aging” has become a huge buzzword in the cosmetics world over the last 10 to 15 years, and some of this is entirely understandable – our capabilities here have improved quite a bit. Through products like retinol creams, collagen boosters and several others, our ability to ward off some of the visible signs of aging on the skin through the use of select cosmetic products has never been so robust.
However, many people misunderstand this field, including marketers of cosmetic brands. Specifically, there’s a large misconception that only older people have a use for anti-aging products – this simply isn’t the case at all, as we’ll dig into more in just a moment.
When it comes to retinol in particular, it’s important to have the proper information. Retinol is a popular skin-care ingredient that’s really just a vitamin in the Vitamin A family. It’s used to treat both aging concerns and acne, and can be found in both prescription and over-the-counter products. Our next several sections will go over the use of retinol and similar anti-aging products for your expanded cosmetics line, plus some ways you can market these products to varied audiences.
Buyers of All Ages
As we just noted, one of the top selling points of retinol and other anti-aging cosmetics, particularly for those adding to their lines and looking to get more eyeballs on them: They’re useful for people of all ages, not just older adults. Retinol, for instance, is used extremely frequently by younger people and even teens to help fight acne – but also has several great anti-aging benefits, such as simulating new cell production.
Another major benefit of retinol for multiple ages is the way it eliminates dark spots on the skin. These may be caused by hormones, scarring, photoaging, pigmentation or a few other culprits, but retinol is fantastic for reversing these effects in people at various age ranges. Put all these together, and it’s easy to see why these kinds of products help draw eyes.
Pores are a well-known skin issue for some, including both those who deal with acne and several other groups. As we age, our skin’s elasticity decreases, and this tends to lead to an increase in pore size that also creates aging risks on the skin. Pores can clog more easily, leading to both acne and other skin aging signs.
Retinol, however, unclogs the pores and keeps them smaller in size. There are also pore-reducing formulas for this purpose, but retinol tends to be the most effective.
Similar to Prescription Benefits
One great method for improving your cosmetic line’s sales performance is to note the ways many retinol and anti-aging creams hold extremely similar benefits to prescription creams – but are over-the-counter and available to anyone. In addition, some prescription-strength retinol creams can be tough on the skin, drying it out more than you’d like; slightly lower-potency formulas you sell OTC, on the other hand, will bring all the benefits of retinol without any of the drawbacks.
Collagen is a chemical produced naturally by the skin and gives skin its plumbness and radiance, but its production decreases as we age. The reason some people see lines and wrinkles on their skin with aging is largely due to a lack of collagen.
However, retinols and other anti-aging products can actually stimulate significant additional collagen production. Many of these products are engineered to not only provide the other benefits we’ve gone over here, but also to increase natural collagen production and make the skin look radiant and enticing. This should be another big marketing point as you add to your skin care line.
Combos With Other Products
Finally, a great way to drum up interest in a new anti-aging skin care product is to tout its great combinations with other products. A common option here is a moisturizer, which will often be combined with quality anti-aging creams to keep the skin hydrated and comfortable throughout the day. There are also various cleansers, toners and other products that work well with pore cleaning and related themes.
For more on why adding an anti-aging product to your skin care line is a good move, or to learn about any of our contract manufacturing or other cosmetics services, speak to the staff at Dynamic Blending today.