Skincare Trends in India

Social media has transformed the skincare industry, with influencers promoting "glass" skin routines and normalizing acne through personal skincare journeys.

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Tehreem Abdullah By Tehreem Abdullah
7 Min Read

Social Media Influence

Social media has significantly influenced the skincare industry, with influencers showcasing methods to achieve clear or “glass” skin and sharing their skincare routines and journeys. Many influencers have also shared their experiences with acne, helping to normalize it.

Historically, skincare in India focused on whitening creams, with limited knowledge on addressing personal skin concerns. However, Gen Z has transformed the perception of skincare in India. Consumers now prefer products that target specific concerns rather than basic whitening creams. Social media has played a crucial role in spreading knowledge and awareness about skincare, encouraging self-acceptance and confidence. Many skincare products now focus on highlighting their benefits and enhancing skin health, rather than positioning themselves as a need.

Korean Attraction

Brands have recognized that Indian consumers are increasingly attracted to Korean skincare products. As a result, Quench Botanics effectively tapped into the rising trend of Korean beauty by positioning themselves as a brand that brings Korean skincare to Indian consumers. They identified a gap where there was a high interest in K- Beauty, but limited accessibility and high pricing was a barrier for the Indian consumers. To address this, they launched affordable yet premium quality K- Beauty products.

Indian celebrities have recognized the growth of the skincare industry, with many launching their own skincare brands. For example, Deepika Padukone has introduced 82°E, and Kriti Sanon has launched Hyphen. However, it is crucial for skincare brands to understand their target audience
and have a convincing value proposition. Some consumers feel that 82°E lacks this, as the products are considered overpriced and basic by many. In a price-sensitive market like India, it is essential for skincare products to be appropriately priced, as they are daily-use items for consumers.

Marketing of Minimalist

Minimalist, a skincare brand started in October 2020, with a very organic approach. They relied heavily on Word of Mouth (WOM) marketing, believing that genuine customer experiences would speak louder than paid content. Raj Shamani, Co – Founder of Minimalist emphasized that
their core philosophy is to let the product be the hero, delivering on all its claims without paid promotions. They focused on community marketing, which has led them to have one of the highest referral and repeat rates in the industry.

Minimalist focuses on aspects such as confidence and simplicity. Their slogan “Hide Nothing” perfectly captures this approach. Their packaging often features neutral tones to highlight the product’s benefits, making it easier for consumers to understand and perceive the products as positive and authentic. It is crucial for skincare brands to emphasize transparency, as skincare is a topic that requires honesty and authenticity. By being transparent, brands can build trust and credibility with their consumers.

In skincare, WOM is particularly effective because consumers trust recommendations from others especially when it comes to something as personal as skincare. The pandemic significantly influenced this trend. As people became more conscious about what they were eating, drinking and applying to their skin, the awareness and importance of skincare grew rapidly in India.

Unlike brands like Fair and Lovely, which played on insecurities, modern skincare brands like Minimalist understand that long-term stability comes from building trust. It’s crucial for skincare companies to connect with consumers on an emotional level, beyond the functional benefits of their products. This involves aligning causes and ideologies that resonate with their audience.

Skincare Ingredients

The skincare industry often follows trends, with brands quickly adapting to popular ingredients that show promising results. When a particular ingredient gains popularity, other brands tend to incorporate it into their products to meet consumer demand. For instance, the COSRX Snail
Mucin Essence became highly popular, leading Indian brands to develop affordable versions of snail serum to cater to the growing interest. Similarly, hyaluronic acid has become a staple in many skincare products due to its hydrating properties and widespread acclaim. This trend has even extended to hair care, with shampoos now incorporating hyaluronic acid to leverage its popularity in the skincare industry. For instance, Loreal’s Hyaluron Moisture Shampoo launched in August, 2022.

Traditionally, skincare in India has revolved around natural ingredients like turmeric masks and honey. However, with the increasing popularity of Korean products in India, many people have gradually embraced the concept of rice water, which is a Korean-inspired skincare practice.

Brands continuously monitor market trends and consumer preferences to stay relevant and competitive. By adopting trending ingredients, they can attract a broader audience and meet the evolving needs of their customers.

Men and Skincare

Men are increasingly recognizing the importance of skincare and associating it with grooming, thanks to many male influencers sharing their skincare routines through “get ready” reels. This trend is helping to normalize the use of skincare products among men. For instance, the brand Plum posted an article on “ The Simplest Skincare Routine for Men”, aiming to expand their target audience and normalize skincare for men, so it is no longer considered a taboo.

Negatives

However, there are some potential downsides to this trend. One negative aspect is that it can lead to an obsession with achieving clear, “glass” skin, resulting in insatiable desires for perfection. Additionally, it can cause individuals to compare their skin with that of influencers, striving to achieve similar results, which can be unrealistic and damaging to self-esteem. Many influencers are paid to promote skincare products, often highlighting transformative benefits that may not be achievable for everyone. This can mislead consumers, leading to distrust and causing them to purchase products that might not work for them. As a result, it becomes harder for consumers to trust influencers’ recommendations. This aspect is incredibly damaging to the reputation of both the influencer and the brand that is endorsed.

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Hi! I’m a third-year student at NMIMS, specializing in Branding and Advertising. Passionate about storytelling and creating impactful brand experiences, I’m eager to learn, grow, and make a difference in the marketing world. Let’s connect and collaborate to create something remarkable!
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