Building a Better Barrier
If you’re one of the 3.5 billion viewers of #SkinBarrier content on TikTok, this skincare trend won’t necessarily be new to you. The skin barrier – and its reparation and protection – is a growing concern for many beauty consumers. But why is this trend surfacing now? Because of the Covid-19 pandemic, people are realising that skin is the body’s first line of defence against bacteria and environmental threats. Increasingly polluted environments, unbalanced lifestyles, disruptive seasonal changes and the overuse of active ingredients and stripping acids are leading to a rise in complaints about skin sensitivity worldwide.
In China, 44% of female facial skincare consumers say having sensitive skin has caused them to change or upgrade the products they use. With a third of Chinese sheet mask users saying they’ll pay more for the ones suitable for sensitive skin, it’s no surprise that products such as South Korea’s Ohiohoo’s Oh No Red Mask, designed to instantly soothe and hydrate irritated skin, are a hit among those consumers. Elsewhere, brands like CeraVe (US), based on comforting ceramides, and La Roche-Posay’s (France/US) Cicaplast range are viral sensations, with content creators taking to their platforms to educate their audiences about products that can help to heal damaged skin.
With skin barrier repair, protection and overall health being very strong marketing points, brands will benefit from calling out skin barrier-boosting benefits in product descriptions – and making sure these are clearly listed on packaging.