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Understanding The Target Audiences Of Acne Products
Acne treatment is notoriously an ongoing, trial-and-error process that takes time and consistency. While the treatment process can often lead to a frustrating experience for shoppers, it opens the door for marketers to reach a wide-range of consumers and potentially build a loyal fan base.
As one of the most common dermatological disorders today, acne affects 9.4% of people worldwide. With more and more brands creating innovative and effective acne fighters, marketers are forced to get creative and stay on top of industry trends in order to reach the right audiences and earn their spots as reputable acne solutions.
Understanding The Acne Product Market Reach
As of 2016, the acne treatment market was valued at $4.92 billion and was expected to grow to $7.35 billion by 2025. The increasing prevalence of acne, the growing teenage population and the heightened awareness toward the availability of acne treatments are among the top driving forces contributing to the market’s recent growth. The North American region in particular dominates today’s global acne treatment market with the largest market share overall, much of which is due to factors such as the high per capita healthcare expenditures.
Acne Affects More Than Just The Younger Demographic
While many people correlate acne with a young-adulthood problem, a need for acne solutions goes far beyond teenage years. In order for brands to navigate the best strategies for marketing their anti-acne products, they must first grasp just how diverse the audience for acne products is.
- Acne is prevalent in more than 85% of people between the ages of 12-25.
- More than 95% of boys and nearly 85% of girls are affected by acne during their adolescence. Out of these two groups, almost 50% continue to experience acne in their adulthood.
- A growing number of men with acne is also contributing to product demand. Nearly 42.5% of men experience acne in their 20s, 20% in their 30s, 12% in their 40s and 7.3% in their 50s.
- Following adolescence, acne is more prevalent in women than men, as it is commonly linked to hormonal changes. 62.2% of women reported worsening of acne during their menstrual cycles.
Beauty Brands Begin To Dabble In The Acne Solution Industry With A Specific Audience In Mind
Retinoids and antibiotics remain the mainstays of acne treatment, with the growth of the injectable sector continuing to peak many consumers’ interests. However, the acne treatment paradigm has experienced a shift in recent years, with a surge of beauty brands tapping into the acne market by creating beauty products with skin benefits and acne treatments woven in — many of these new skin solutions are specifically geared toward the younger generations. As of 2018, well-known cosmetic brand Neutrogena had the highest number of sales for acne medications and treatments in the United States. However, several other cosmetic and beauty brands have hopped on the acne solution bandwagon.
Taking advantage of the social media crazed audience that is Generation Z, Clinique promoted its “Acne Solutions” line by encouraging teens to use the beauty brand’s acne products and share their clear skin on social media. “We know this is something the Gen Z consumer is particularly conscious of, especially in this Instagram world that we’re living in,” said Jenny Belknap, General Manager for Clinique North America. “If you can show a fantastic before-and-after, that obviously works in our favor.”
Fellow beauty brand Clarins also launched a Gen Z-focused skincare range called “MyClarins.” Clarins – known to be a higher-end brand – appealed to the younger crowd by promoting affordable skin care options, with each product retailing for less than $27. Adding in an interactive aspect in an effort to stand out from the crowd, a mobile MyClarins pop-up was created to travel to college campuses across the U.S.
While today’s consumers are constantly seeking instant gratification, the acne product market seems to be one of the few spaces brands are awarded the luxury of patience from shoppers. However, the luxury of time will only last so long, and ultimately, brands must create products that work and stand out from a growing crowd of innovative solutions and are marketable to a very diverse audience.
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