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Brief Published: 21 Aug 2018

Should You Reclassify Beauty Products to Stay Relevant?


Is your skin dry, oily, or mixed? If you’re confused, you might be one of many people who find typical skincare classifications (such as by skin type or time of use) unfit for purpose. Agile brands, such as Australian naturals label Jurlique, are abandoning these outdated terms in favour of fresher concepts that reflect how contemporary cosmetics consumers really use beauty products.

A new skincare line by Jurlique taps into this by dropping the typical ‘day’ and ‘night’ skincare concepts in favour of texture classifiers – opening up the products’ usage possibilities.

The move follows Shiseido’s newly revamped make-up line, which defiantly moves away from categorising products by the applications area (like eyes, lips and cheeks) and introduces new markers: Inks, Gels, Powders and Dews.  

Launching in September, Jurlique’s five-piece Herbal Recovery Signature Range is based on a set of new botanic extracts exclusive to the brand’s organic farm in Australia: Viola tricolor (wild pansy) and yarrow, offering powerful anti-ageing benefits for the skin.

Rather than introducing a day and night product, Jurlique has instead prioritised two different textures that can be worn at any time and cater to different consumer skincare needs. The Moisturising Lotion offers lightweight hydration for the day, or suits consumers with skin prone to oiliness, while the denser Moisturising Cream offers more intense nourishment for dryer skin or for those who appreciate typically thicker formulas at night.

These two products are accompanied by a serum, mist, and eye cream to complete the line, which already boasts a successful clinical trial. Based on a clinical study of 54 women who used Herbal Recovery Signature Eye Cream for 28 days, 93% agreed skin felt smoother and tighter.

For more on the beauty advances catering to demanding contemporary beauty consumers, see Is Your Product Performing Enough for ‘Skintellectuals’?