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Brief Published: 20 Mar 2020

Modern Language for Modern Beauty Consumers


In an increasingly saturated beauty market, some consumers struggle to navigate product and find what their skin needs day-to-day. Shrewd brands are abandoning the limiting, dry and oily combination skincare model and adopting modern marketing language and lifestyle identifiers (such as being hungover or working-out) to better cater to contemporary consumer beauty demands.

British skincare start-up Faace’s face masks feed into consumers’ enthusiasm for nuanced skincare routines that directly correspond to common pain points. The brand is adapting its messaging to target specific issues that its customer base can identify with, such as redness post-exercise, acne caused by periods, and dullness followed by a lack of sleep.

Catering to the fitness community, Sweaty Faace is offering solutions to tackle the effects of workouts on the skin, such as redness and heat. The mask creates a cooling effect, and a blend of bergamot, grapefruit and argan oil soothes inflammation and unclogs pores. For more on targeting fitness enthusiasts, see Sports Beauty Steps Up.

Young women are overcoming stigmas around menstruation and are more likely to buy products aimed at combatting the negative impacts of their periods on the skin (see V Wellness: Feminine Care’s New Era). Cleverly tapping into the changing phases of the menstrual cycle, Period Faace can be used when the skin appears both acne-prone and dull. Zinc and clary sage normalise sebum production and prevent bacteria from spreading, while white willow exfoliates dead skin cells. 

Products that combat skin issues due to a lack of sleep, such as dehydration and redness, are becoming popular (see Selling Cyclical Beauty). Correcting dull and dry skin following a bad night, hangovers or overworking, Tired Faace is packed with antioxidants like pomegranate and rosehip to brighten the complexion.

Faace’s social media posts nurture conversations between the customer and brand, encouraging the discovery and exploration of how specific lifestyle changes affect the skin. This is resonating with consumers, who are actively suggesting new life stages for the brand to target. For example, in one post a skincare enthusiast suggested a face mask for menopausal skin (a key skincare opportunity we highlighted in Well-Ageing Warriors).