How Can Beauty Brands Become More Educational

The cosmetics industry has long been the industry of beauty care. However, in recent years, customers demand more social care from beauty brands, services, and products that focus on improving people’s life. This can only be achieved by creating products tailored to the skin evolution in time - from teenage problems to maturity stress and combining this with educational services that teach the customer how to care for themselves on a daily basis. Most of the time, skin problems are related to unhealthy diets, urban pollution, or accumulating mental stress. A successful beauty care brand takes all those factors into consideration.

How Can A Beauty Care Brand Become Educational?

The best practice is to progressively include educational bits in what the brand offers. The whole system that composes the beauty care brand, from website appearance, and products to customer service, must be customer-focused: solving skin health conditions that affect the daily comfort of customers.

Update content

Written content, from website copy to email campaigns should offer informational quality. All beauty care brands promise the best products, high quality, and 100% results. Honestly, it all depends on the skin type and the factors to which the skin is exposed: pollution, health issues, caring routine. Therefore, skincare should be personalized.

Include tips

The concept of Easter eggs is very popular in marketing and cinema. Easter eggs are surprising information or teasers for future content. Beauty brands can include short tips. or important knowledge that skin care professionals would appreciate knowing.

Create lives

With people hurrying up through life, written content might pass unread. Therefore, beauty care brands should create live tutorials or short videos on how to apply skin protection, offer treatments, or the best routine for tired facial skin. These types of videos are very popular and appreciated by all customers.

Communicate

Chat with customers about their skin conditions just as therapists talk about mental health. Skin issues often create social anxiety, body complexes, and life of depression. Thus, customers and beauty therapists should address the psychological aspects that come along with skin problems by communicating more about beauty care routines, and external factors that affect the skin.

Why Must Beauty Care Become Educational?

There are two main types of beauty care products available on the market: cosmetics and dermato-cosmetics. Beauty therapists and customers need to understand the difference between the two types of products in order to comprehend what suits them best, and the pro and cons affiliated with each type.

According to FDA’s definition, cosmetics are “products (excluding pure soap) intended to be applied to the human body for cleansing, beautifying, promoting attractiveness, or altering the appearance”; while dermo-cosmetics (dermatological cosmetics) are products that contain active ingredients with dermatological action, beneficial to the skin alongside with formulas that improve the appearance.

Both cosmetics and dermo-cosmetics have to be used carefully as they contain ingredients with active action on the skin. Always read the label in order to identify those ingredients. Dermocosmetic products are usually indicated or prescribed by dermatologists after a skin consultation and are usually sold only in pharmacies. Cosmetics, on the other hand, due to the fact that they are considered non-medical products, can be found in any store. Nowadays, cosmetic products have started to be produced with greater interest in health, therefore, the used substances are more organic and plant-based than the ingredients used before by the beauty industry. Also, cosmetic brands have started to address common skin issues such as ingrown hair which is highly common for men, women, adults, or children. In-grown hair happens due to poor sebum flow, so beauty therapists will often apply cleansers and hydrating, plant-based oils to reduce redness, while dermo-cosmetic products may use anti-inflammatory and sebum-controlling substances; in the case of dermo-cosmetics, the products will be indicated by a dermatologist or physician. It is not uncommon for beauty therapists to also have dermatological certification, but that requires medical training. Due to FDA regulations, cosmetic producers or beauty therapists cannot claim that their products are medical, or that have treatment capabilities in case of serious skin problems. Cosmetic products, however, can help you prevent, and protect the skin if used correctly.

For this reason, cosmetic laboratories have to provide an educational service to beauty therapists and customers. There have been many incidents where skin conditions have been worsened by using the wrong cosmetic products, so producers have a responsibility to inform and educate users in order to avoid, as much as possible, such incidents. The rapid development of dermo-cosmetics also encourages cosmetic laboratories to become more focused on beauty care rather than beauty improvement. The new way for cosmetic producers is a holistic, educational approach.