Wednesday, April 24, 2024
The New Faces of the Medical World
ExpertiseTrends
Since the COVID era, there has been a revaluation and expertise of science and the medical approach within the beauty territory. The number of clinical brand launches has exploded, thus fragmenting the market by offering a multiplied range far from the traditional medical codes, namely white packaging and the classic figure of the dermatologist in a white coat.
Today, medical brands are completely renewing this universe not only in terms of product offerings but also in their communication and the scientific figures that embody them. There is now a plurality of expert profiles who make their voices and expertise heard, thus responding to new needs and profiles of consumers who are increasingly eager for scientific knowledge.
The Aesthetic Surgeon
With the boom in aesthetic procedures in recent years, the aesthetic surgeon appears as the new expert figure of the moment! The virality of social networks fuels this trend where many consumers closely follow the latest aesthetic trends and their favorite surgeons. The latter are well aware of this and democratize education around procedures, while betting on the popularity of before/after as a marketing tool. It was therefore natural for them to launch their own brands, rejuvenating and modernizing this universe. These are generally inspired by the doctor's signature aesthetic practices and protocols. This is notably the case with Dr. Diamond's Metacine, founded by the American celebrity aesthetic surgeon Dr. Jason B. Diamond, which promises to offer "clinical results without the medical appointment," or the Dr. Few brand by Dr. Julius Few, based on the concept of "stackable treatments," a series of six formulas to compile for greater effectiveness. Finally, the Pers Skincare brand is inspired by the medical protocol of the French star surgeon Antoni Calmon in four steps aimed at "Protecting - Beautifying - Repairing and Stimulating" the skin.
The Allergist
Today, according to an Aveeno study, 71% of adults report having sensitive skin. Based on the principle that a woman can apply up to 500 chemical products per day on her body, Dr. Martin Smith, an American allergist and immunologist, launched his brand Untoxicated. He openly points the finger at the dermatological endorsement long put forward and offers his products certified "formulated by an allergist" aimed at calming and repairing the most sensitive skins without any irritation-triggering ingredients. The Evme brand, co-founded by allergist and immunologist Dr. Anjuli Mehrotra from MIT and Harvard chemical engineer Dr. Ling Wong, positions itself in the luxury niche with a promise of "allergen-free" ingredients, considering the "hypoallergenic" label far from rigorous enough for the most sensitive and allergic skins.
The Mom Doctors
They are dermatologists, they have two or three children, and they have launched their beauty brand for young children. They are the Moms in Medicine™ of the Ever Eden brand, who elevate the expertise of being a mother to the level of their scientific background, all coming from the most prestigious American medical schools. They thus offer care and makeup products for the whole family with the guarantee that these "meet mom standards" in terms of both safety and scientific performance.
Others: The Cosmetic Chemist, The Nurse, The Dermatologist specializing in skin of color...
Thus, other brands are taking the turn of medicalization while establishing their specific expertise. This is the case of Alex Padgett, cosmetic chemist and his brand Educated Mess, which combines a sharp scientific educational approach and a fun, playful, and desirable dimension of skincare. Antonia Philip, a pediatric intensive care nurse, has long had cracked hands to the point of bleeding due to dozens of daily washes. After seven years of development with a group of British nurses and laboratories, she launched her care brand Nursem. Jamaican dermatologist Rose Ingleton focuses on the specific concerns of skin of color with her brand Rose Ingleton MD, all in a clean and simplified approach.
And this is just the beginning. With the cosmetic revolution underway in the field of longevity and technological upheavals in the health sector, the consequences on the medicalization of the beauty market will be numerous and will thus bring forth new figures of expertise that are increasingly sharp and specialized.
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