Preparing for a pitch for a new skincare+haircare brand, I went through quite a few campaigns done lately by different brands. I find common themes.
Measuring beauty is a tough thing. So, for every beauty problem, to differentiate themselves brands are trying to introduce measurability and trying to assure results in a specific period of time. And this time is rather short. Say 30 days or 14 days or, in some instances, just a week.
But here's the catch. Now there are so many products for each little purpose that if you were to dream of keeping your skin in perfect condition then, going by all the marketing claims, you would have to devote no less than 1 hour daily simply applying these products. But going by the packed routine in general and the commensurate laziness/pain in doing anything extra, even measurability is a tough motivation for people to use different products at the same time.
My estimate is that multi-purpose formulations are gonna eventually do better business than individual need-based formulations.
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