In a sea of unsubstantiated beauty claims, SkinMedica has the one thing that other skincare brands don’t—scientific proof.
open letter to the skincare industry
To kickoff our campaign, we’ll publish an open letter in beauty magazines like Marie Claire, Elle, Cosmo, Vogue, and InStyle lamenting how unregulated and irresponsible the skincare industry has become when it comes to arming consumers with facts. Our letter will tout our commitment to proven clinical results and ask for the industry at large to start taking responsibility for their claims.
PUBLIC DISPLAY OF EFFECTIVENESS Live lab series
We’ll take our experiments to the streets during our live-streamed events to demonstrate our evidence-based skincare.
In partnership with research-minded beauty influencers, our scientists will put our products to the test, keep our followers informed with 90 day result stories, and answer any questions they have with nothing but confirmed facts.
Search-based SOCIAL CONTENT and geo-targeted billboards
When people search for skincare on social or near beauty retailers, our ads will prompt them to take a closer look at the ingredients in their products to see if they’re effective for their specific concerns and current climate.
These posts will also drive to the SkinMedica website, where all of our lab-tested results can be read, and scientifically-proven skincare can be purchased .
Investigative podcast series: face the facts
We’ll commission journalists to create an investigative podcast about the systemic misinformation in the skincare market. We’ll open our labs to our hosts during the series and explain our clinical approach while also addressing the challenges consumers face, like widespread and potentially dangerous lack of FDA regulation on untested ingredients and claims.
“Proof or no proof” browser mobile app and browser Extension
We’ll empower people to make informed decisions about their skincare by creating a public database of clinically-verified claims.
For shopping on-the-go, the mobile app can scan a product’s barcode and compare its ingredient information against our database to determine if there’s “proof” or “no proof” to its claims. The database can also be accessed for online shopping through our browser extension to ensure real results.