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Consumer Preferences in Skincare Marketing

As a skincare brand, the language you use to market your products is critical to forming sustainable customer relationships, selling products, and protecting your brand’s reputation. Above all, the content you create should showcase the research that supports your products’ efficacy. This is the backbone of all effective marketing. Thoughtfully crafting product claims and advertisements around this idea can forge connections with customers and encourage lasting success. In the age of content overload online, it’s more important than ever to carefully consider the language you’re using to stand out in the fleeting first impressions many users will have with your brand online. We’ve compiled some ways to align your marketing efforts with the language preferences of consumers.

The Language of Authenticity

Health-conscious consumers gravitate toward authenticity and appreciate straightforward, honest, and relatable language. One key to achieving this is ensuring that all of your product claims are supported by thorough research. Whether you use clinical trials or consumer perception studies, you should ensure you follow all regulatory requirements for the kind of claims you’re making. (Hint: Read more about the different research options that will keep your brand above board.)

Once you’ve invested in research for your products, it’s time to incorporate the authenticity that consumers crave into your skincare marketing:


Present your product claims and all advertising materials using clear and transparent language. Simply and clearly describe your products and their benefits. Avoid jargon or overly technical terms that might confuse consumers. As impressive as the results from your research may be - they aren’t effective marketing tools unless you present them carefully!


Share authentic customer testimonials and success stories. Real-life experiences resonate more than stand-alone claims. Consider combining your user experiences with the clinically supported claims that correspond with their results for maximum effectiveness.


Being honest about your product's capabilities is not just a regulatory requirement, it’s also the best way to appeal to consumers. Consumers appreciate brands that don't promise miracles but instead provide realistic expectations (with the proof to back it up!)

The Allure of Natural and Organic Language

The clean and green beauty movement has sparked a preference for natural and organic language. To appeal to eco-conscious consumers, consider the following:

Natural Ingredients:

Highlight any of the natural and organic ingredients in your products. Many brands use phrases like "plant-based" or "botanical extracts" to convey the purity of their formulations. Be sure to only use this kind of language if your product actually satisfies the requirements to be classified as natural.


Discuss your brand's sustainable and eco-friendly practices. If your packaging is recyclable or your production is cruelty-free, make sure it's clearly stated in your marketing. Make sure that your claims aren’t empty here either, to avoid damaging your brand reputation through greenwashing.

Free From Language:

Many consumers look for products that are "free from" certain ingredients. If your products are free from parabens, sulfates, or other common irritants, let your customers know.

Language for Skin Types and Concerns

All consumers have different skin types and concerns, and many of the increasingly savvy shoppers will want to know that your products cater to their specific needs. Customize your language accordingly:

Skin Types:

Use language tailored to different skin types, such as "nourishing for dry skin" or "balancing for oily skin." This helps consumers quickly identify products suitable for them. This can be a great time to incorporate your customer testimonials too.


Address common skincare concerns like acne, aging, or sensitivity in your language. Phrases like "anti-aging solutions" or "gentle for sensitive skin" resonate with those seeking specific solutions. Again, be sure not to imply that your product provides any benefits that your formulas aren’t proven to provide.


Be inclusive in your language, and be a positive and compassionate influence in an often competitive and damaging marketplace. Avoid promoting unrealistic beauty standards or impossible results and celebrate diversity in age, skin color, and skin type.

The Power of Storytelling

Storytelling is a potent tool in skincare marketing. Share your brand's journey, mission, and the inspiration behind your products. Consumers are able to connect with narratives, so here’s how you can make it happen:

Brand Story:

Describe the history and values of your team members and the origins of your brand. Share anecdotes that show your commitment to skincare excellence, as well as your team’s own journeys with finding skincare routines that work for you.

Ingredient Stories:

Each ingredient has a story, and consumers want to hear about it! Highlight the origin, benefits, and cultural significance of key components in your formulations.

Customer Stories:

Share customer experiences and encourage users to share how your products have positively impacted their lives. Personal stories build trust and create an emotional connection with product users.

Wrapping Up

The language used in your marketing efforts makes a difference in the quality of your customer relationships, your brand reputation, and ultimately your sales! Your marketing language should effectively highlight the clinical support you have attained for your formula’s performance, and showcase the impressive research results in a transparent and accessible way. Focus on authenticity and storytelling, and consider working in an industry-specific language that appeals to your products’ natural origins as well as the specific skincare concerns it addresses.

Want to create your own product claims?

Citruslabs provides a simple and affordable way to prove that your products actually work. At Citruslabs, we design a clinical trial that is right for you and your budget, so you can start sharing research-backed product claims without spending a fortune. We offer the cohesive planning and management required to conduct successful clinical trials, from start to finish. Ready to get started? Let's talk! You can contact us here.


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