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Brief Published: 25 Jan 2019

Perricone MD: “No Longer Chasing Millennials”


In 2019, the beauty industry is still inadequately catering to Gen Xers’ and Boomers’ needs. One brand forgoing millennials in favour of these lucrative but underserved markets is British luxury brand Perricone MD, which is launching a new branding scheme.

The doctor-founded skincare brand’s previous strategy was to target multiple consumer groups, including millennials. But in January 2019, it’s shifting focus and revamping its portfolio to better target its core consumer: the 40+ age group. 

The campaign (as yet unreleased) will reflect this refocus by showcasing straightforward results backed by proprietary science, clinical studies and customer testimonials – addressing their customers’ need for serious skin solutions that work, without flashy, ambiguous marketing.

This new strategy is putting often-undervalued older consumer groups front and centre – a shrewd move, as more than half (54%) of American Gen Xers are frustrated by brands that treat them as an afterthought (Futures Company, 2017). “Refocusing on our core 40+ consumer and addressing her skin concerns means this brand might not be for everyone,” said Perricone MD’s chief branding officer Robert Koerner. “And we’re not afraid to say it – we’re no longer chasing millennials.”

Also part of the revamp is a move towards clearer packaging – making it easier for consumers to navigate the sizeable product portfolio. The different ranges will now be colour coded. For example, the hypoallergenic line is housed in green bottles and jars. 

Similarly, the brand is adopting straightforward naming. One of its hero products, an overnight exfoliating liquid ambiguously called Blue Plasma, has been renamed simply as Exfoliating Peel, clearly expressing its function. Each item also contains a list of core ingredients, such as vitamin C and glycolic acid, on the packaging.

With skintellectual consumers being more knowledgeable about products and their contents than ever before, it’s important for brands to clearly label their hero ingredients.

To read more about strategies targeting Gen X and Boomers, see Gen X: Beauty’s Untapped Demographic and Boomer Beauty: Securing the Silver Spend. We’ll also be highlighting this concept of brands selling age positivity in an upcoming report this year.