The business of looking after your skin has been largely dominated by three different competitor types:
1. Cosmetic beauty, such as cosmetic surgeons, day spas, high profile cosmetic brands and anti-ageing, etc. This business model attracts those motivated by vanity, by promising youth and beauty.
2. Medical clinics, promoting skin cancer checks, focused on customers who are concerned with moles and are scared of cancer. They often use serious and confronting messaging to scare customers into the door for a check up.
3. Dermatology, dealing with skin conditions, such as eczema, psoriasis, acne, dermatitis, etc. Often the brand is aligned with skincare product promotion and uses before/after imagery. It attracts those with skin ailments by promising treatment and cures.
But what about everyday people? Those daunted by luxury medi spas but hate their crowsfeet. Those who don’t realise they have skin conditions, so they never query it with their GP. Or those have a fear of bad diagnoses or invasive check ups or cancer, so stay away?
And what about those people who have no idea that other health issues are affecting their skin?
Sin realised there was a market gap just waiting to be filled.