Gut to Glow: Branding Beyond Products
12 September 2024
At Whitewater we understand the importance of a holistic approach to branding. Having the ability to look beyond your products to the overall wellness of your customers can set you apart and make your brand more relatable, desirable, and successful.
An example of this comes from a growing body of research highlighting the significant connection between gut health and skin health. This research presents cosmetics brands with an opportunity to educate their customers and align their brand with a whole-person approach.The science behind the gut-skin connection
The relationship between gut health and skin health, often referred to as the gut-skin axis, is now increasingly recognised in dermatological research.
This connection is based on the idea that a balanced gut microbiome – the 100 trillion bacteria and other microorganisms living in the digestive tract – can significantly influence the condition of your skin.
According to the Dermatology Times, when the gut microbiome is in harmony, it can reduce inflammation, support the immune system, and promote the absorption of essential nutrients, which are all crucial for maintaining healthy skin.
On the flip side, an imbalanced gut microbiome can lead to systemic inflammation, which in turn can exacerbate skin conditions like acne, eczema, and psoriasis.
Leading brands embrace the whole-person approach
Brands like Dr Sam's and L'ORÉAL recognise the benefits of incorporating education on topics like gut health into their skin care philosophies.
Dr Sam’s provides an extensive library of blogs on every skin related topic you can think of. This includes expert advice on foods and daily routines that promote a healthy gut microbiome, highlighting probiotic-rich foods and antioxidants, like yoghurt, kefir, and berries, to support both gut and skin health. As well as positioning their product line as part of a comprehensive skincare regimen, this educational approach also supports health-conscious consumers looking for holistic solutions.
L'ORÉAL invests in research and development to understand the gut-skin axis. The brand's holistic approach is evident in their product lines and marketing strategies, which promote overall wellness and not just surface-level beauty. By educating consumers on the importance of gut health and offering products that support the skin, L'ORÉAL enhances its reputation as a leader in innovative and health-focused skincare.
Brands in L'ORÉAL’s Active Cosmetics division are also working with the latest advancements in technology to bring products to the market that are specifically focused on the gut-skin connection. For example, Vichy has developed anti-dandruff shampoos that rebalance the bacterial ecosystem of the scalp. La Roche-Posay has enriched their intolerant and sensitive skin and anti-blemish care ranges with the development of a postbiotic from protective bacteria. And Lancôme developed their Advanced Génifique anti-aging serum, enriched with 7 prebiotics and probiotics that rebalance the skin’s microbiome.
Branding beyond products
For up-and-coming cosmetics brands, adopting a holistic branding strategy can be a game-changer. The key is to look beyond individual products and think about ways that everyday living can impact skin health. This creates a more relatable and desirable image for your brand and extends your appeal to consumers who value wellness.
Here are a few examples to consider for a holistic approach to your brand development:
Educational campaigns: Develop well researched content that educates consumers on things like the gut-skin axis and the importance of a balanced diet for skin health. This can include blog posts, social media content, and informative videos featuring dermatologists and nutrition experts.
Product integration: Create product lines that include ingredients known to support gut health. Showcase these ingredients in your marketing materials to highlight their dual benefits.
Collaboration initiatives: Partner with nutritionists, dietitians, and wellness influencers to promote a holistic lifestyle that includes your skincare and makeup products. These collaborations can help build credibility and trust with your target audience.
Technology adoption: Stay ahead of the curve by exploring and implementing technologies that allow for personalised skincare and makeup recommendations. Innovative solutions like this can set your brand apart from your competitors.
Embracing the future of skincare
Big brands are already leading the way, and emerging brands can learn from their example. By focusing on overall wellness and finding ways to leverage the latest research and technology, brands can create more relatable and desirable products and marketing strategies that appeal to health-conscious consumers.
As well as enhancing product effectiveness, this strategy also builds a stronger, more credible brand identity in the competitive cosmetics market.
Whitewater is at the cutting edge of marketing, helping brands to blend market strategies, design, and narratives that support the ethical and holistic desires of today’s consumers. If you’re looking to make a serious impact with your cosmetics brand and would like our support, let’s talk.
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- 05/11/2024 - Nature Knows Best: Natural & Organic Ingredients Are Changing the Skincare Game
- 02/10/2024 - The Power of Brand Alignment: Doing Good While Doing Business
- 31/07/2024 - AI Makeup Try-Ons: The Ultimate Innovation in Cosmetics
- 12/07/2024 - When Beauty Meets Science: The Future of Makeu p is pH Powered
- 17/06/2024 - Breaking Barriers: The Rise of Men’s Beauty Products
- 01/12/2023 - The Revolution in Pregnancy-Safe Skincare
- 25/10/2023 - Ethics is the New Aesthetic
- 25/10/2023 - Beyond Taboos – The Rise of Menopause Focused Beauty
