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Brief Published: 18 Sep 2019

Pai Skincare Coach Focuses on Wellbeing

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Pai Skincare

Targeting the 70% of women worldwide with sensitive skin (Front Med, 2019), Pai Skincare is helping individuals navigate the potential triggers that may cause irritations, such as stress and poor sleep. Cleverly acknowledging the importance of inner balance for outer beauty, the British brand has launched a free bespoke phone-in consultation service called the Sensitive Skin Coach.

Experts in lifestyle factors such as nutrition, sleep and stress act as skincare coaches, helping callers better understand internal or environmental triggers for sensitive skin (for example, discussing levels of pollution in the area in which they live, compared to other regions of the UK). To mark the launch of its service, Pai opened a Happy Skin pop-up (September 9-15) in London, where customers could attend consultations in person.

Alongside this new holistic engagement strategy, the brand is repackaging a selection of its bestselling products into a mini kit for discovery and gifting. The Sensitive Skin Toolkit will help balance and heal users’ skin with cleansers, creams and oils. Take the Light Work Rosehip Cleansing Oil, for instance – a gentle formula that purifies and protects the skin. Hero ingredients camellia, basil and lime remove sebum and airborne pollutants without irritating the skin.

Shrewdly, Pai Skincare is spotlighting the link between mental health, good nutrition and other ‘wellbeing’ drivers and good skin, positioning its topical products as a supplementary last step. This fuels trust and dialogue with consumers, who are given the added value of education without the hard sell.

The growing consumer concern around sensitive skin is a topic we’ll be exploring further in our 2020 reporting. To read more about the intersection between health and beauty, see Beauty’s Health Makeover and Wellbeing: Lifestyle-Driven Beauty.

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