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Brief Published: 9 May 2017

Inspired by Skincare: Hybrid Marketing

Shiseido's Blow Dry Beautifier line

Shrewd new body and haircare launches are taking inspiration from the skincare market, showcasing benefit-packed formulations and elevated luxury marketing language.

British probiotic skincare brand Aurelia’s two new bodycare products are cleverly labelled with luxury skincare signifiers. For example, its new body wash product is billed as a Restorative Cream Body Cleanser, and luxuriated with botanical ingredients rich in vitamin E, antioxidants and omegas more commonly found in luxury facial moisturisers, such as baobab. 

Similarly, its Firm & Replenish Body Serum – as opposed to cream – boasts elevated status. Absorbing instantly into the skin, the intensive nourishing and lifting treatment combines a blend of essential oils and is fragranced with mandarin, angelica, bergamot and cedarwood.

Luxury Japanese beauty titan Shiseido has also launched a new two-piece Blow Dry Beautifier collection under its Art of Hair line, inspired by the skincare/make-up hybrid BB (blemish balm) face creams. The products recreate the natural-looking, enhanced effect of BB creams for the hair, combining care and control with ginkgo biloba extract, which is known for its high resistance to external aggressions as well as anti-oxidant and healing benefits.

Whether inspiring cosmetic formula development or simply appropriating marketing language, the benefits of learning from the skincare market are two-fold. Firstly, products are elevated to luxury status with active-ingredient-packed formulas and clever labelling. Secondly, consumers can better understand the function and intended results of products in line with familiar skincare expectations.

See also Skincare Meets Haircare in Product Projections 2017: Hair, Looking Good, Taking Care in Product Projections 2016: Hair, and Enhanced Cosmetics in Product Projections 2016: Beauty.