Skin care ‘kits’ drive education around beauty routines, says SkinCeuticals

The L’Oréal-owned active skin care brand offered already offered a range of skin care kits and last month launched a trio of limited edition ‘double defence’ kits in the UK, targeting different skin needs such as dry and ageing and blemish-prone skin. Each of the defence kits featured a high-potency antioxidant vitamin C serum and facial SPF cream.

SkinCeuticals was also primed to launch another selection of skin care kits later this year, combining some of its best-sellers with new innovations.

So, why combine products into a ‘kit’?

Skin care kits can ‘build’ suitable beauty routines ​

Lydia Davey, retail brand manager for SkinCeuticals at L’Oréal, said kits had always been a way for the brand to plug very specific skin needs for consumers.

“The kits help consumers to build their routine around their specific skin concern and informs them on how to use products together,”​ Davey told CosmeticsDesign-Europe.

“The kits allow us to add more education around building skin care routines for specific skin concerns, rather than just looking to an individual product.”​

Asked what prompted the bundling of the defence kits, she said: “Extrinsic ageing prompted the need for the double defence kits. All of our professional and medical stockists recommend to their clients to start the day with vitamin C and SPF, therefore combining the two into one kit was a clear next step. Whilst vitamin C serums alone offer effective protection against free radical damage, clinical studies prove that when used alongside a broad-spectrum SPF, skin protection against external damage is heightened to improve visible signs of ageing.”​

Navigating a ‘confusing brand’ with ‘easy-to-understand’ kits​

Davey said skin care kits targeting specific concerns also drew in new consumers because they offered “easy-to-understand routine building”.​

And SkinCeuticals research showed that consumers were looking to use multiple products in their daily skin care routines, typically more than five, so the kits helped with product choice.

“SkinCeuticals can be a confusing brand to manoeuvre, so this offers a great opportunity for consumers and introduces them to the brand, alongside offering discounts,” ​she said.

Asked what the biggest opportunity was in today’s wider skin care market, Davey said: “Medical, evidence-based skin care for a savvy consumer. Personalised skin care has also created a huge opportunity.”​

She said SkinCeuticals had tapped into the latter with its Custom D.O.S.E technology that blended active ingredients into a single serum according to specific skin ageing issues, like wrinkles, fine lines and discolouration.