25 Jun 2021 --- Zoom meetings and Facetime catch-ups have largely replaced face-to-face communication—and it is impacting how consumers feel about their skin. BPC Insights talks to Nadav Shraibom, scientific founder and skin care consultant at Medovie to find out more about the impact enhanced digital activity is having on how we feel about our looks.
Commissioning its study on skin care, Medovie surveyed 1,500 people to find out more about their dislike of the increased uptake of on-camera chats and video calls during the pandemic.
“Due to the upsurge in Zoom calls over the last year, our research has shown that consumers feel more self-conscious about their looks, with a quarter of Brits trying to avoid Zoom calls at all costs for this very reason, worrying about how they look from the condition of their skin to their hair and teeth,” expresses Shraibom.
In the last few months alone, skin care brand Medovie has seen a 50% increase in the number of consumers approaching them for consultations about their skin concerns.
Medovie’s study also found that 75% of consumers confess they can never concentrate on the topic at hand as they are too distracted by their own appearance. Some of the biggest areas of concern include skin, yellow teeth, skin issue flare-ups, wrinkles and eye bags.
Skin complaints, such as acne, eczema and psoriasis, left 7% of adults embarrassed to be on camera. In fact, 23% said that their skin has impacted their mental health.
Changing skin care attitudes
Click to EnlargeMedovie research suggests skin flareups, wrinkles and undereye bags are the biggest concerns. Source: Medovie.The use of technology over the pandemic period and brands’ subsequent enhancements in the digital beauty sphere has therefore impacted consumers’ attitude to skin care concerns.
“The pandemic and lockdown have changed the way that consumers are finding their skin care treatments as well as the concerns that they are looking to solve,” says Shraibom.
For the beauty industry, the reality of on-camera communications and video meetings has led to brands applying an even stronger focus on their online activities in order to reflect consumer needs. “The inability to speak to experts in person has meant that the beauty industry has had to adapt quickly, and a life on Zoom has meant that skin care has really taken the spotlight,” adds Shraibom. “What’s more, the stress of the pandemic and the uncertainty of what the future holds has meant underlying skin conditions, such as psoriasis and eczema, can have flare-ups,” Shraibom details.
Consumers prioritize conscious choices
Rather than ‘a one-size-fits-all’ approach to our health, we can expect to see consumers’ skin care purchasing habits to become more conscious. Careful selection over treatments and products that have been personalized to match their individual skin care needs will shape the industry. It is a decision-making factor, Shraibom notes, that will be even more pronounced in the near future: “Especially after spending more time seeing themselves on screen due to a rise in video calls.”
Medovie anticipates that this could be the case for certain skin conditions, such as psoriasis, dry skin, pigmentation and wrinkles, which have individual needs and causes. Building consumer confidence and trust is crucial. Departing from this generalized way of doing skin care to a customized one “will reassure people that the best solution possible is being used,” Shraibom confirms.
More brands will enhance their digital consumer experience
Click to EnlargeSkin care consumers turned to Google in 2020 because face-to-face consultations were not available. In 2020, without face-to-face access to skin care experts, consumers relied on Google searches and email or virtual consultations. Moving forward over the next 12 months, however, this will evolve. “We will see more brands offer a more virtual experience, providing a more personalized routine based on skin types and concerns, especially as consumers will expect more from the brand experts,” shares Shraibom. “This will lead us to have a more customized skin routine, and also more loyalty to certain products or brands,” Shraibom adds.
Undoubtedly, the increased move to digital is shaping industry trends, innovation in skin care and new product development (NPD). Making sure products and the specific ingredients contained with them are tailored to individual skin care needs is impacting this shift. The ongoing popularity of natural ingredients as well as the awareness around the trials that ingredients go through to ensure that products are safe and effective are also prominent in the skin care industry today.
Bringing together nature and science
“Moving forward, we will see brands invest more into their clinical research to safely show the benefits, which will be demanded more from consumers as they will know exactly what they want from their products,” says Shraibom. “Nature and science don’t have to be mutually exclusive—combining the best of both worlds, this will help to harness the power of nature and enhance it even more with the backing of science to provide long term skin care results.”
In November 2020, skin care brand Medovie debuted in the UK. The brand explores the science behind its product formulations and aims to combine Chinese herbalism with advanced scientific research and technology to create an effective skin care range for consumers with acute scalp and body concerns.
As a solution to skin conditions, Medovie has developed a solution with its 3HX formulation. Using clinically-proven botanicals, Medovie seeks to soothe the most difficult skin conditions at their source, without causing more irritation.
Detailing the formulation’s/innovative capabilities, Shraibom notes: “The main differentiator with the products is the patented 3HX formula has been developed into capsules and can be combined with a cream that together, works from the inside out to maintain and calm skin cell production and balance your immune response for long lasting skin health."
By Natasha Spencer-Jolliffe, BPC Insights Senior Journalist