According to data recently reported by investment banking firm Piper Sandler, “teens in the United States spent 23% more on cosmetics, skin care, and fragrance in 2023 than they did in 2022.”As Generation Alpha becomes more interested in skin care best everManufacturers and suppliers of cosmetics and personal care products who focus their research and development efforts on product formulation processes that address the unique skin care needs of teens and pre-teens are well positioned to meet the needs of this growing consumer group. You will be in a favorable position.
With over 10 years of experience at industry leaders such as The Estée Lauder Companies and Frank Body, Nisha Karuna combines her retail, beauty and wellness expertise in her role as Brand Director for ZitSticka, a ‘technology meets skin care’ brand. Masu. . We are committed to developing skin care solutions tailored to the unique needs of teens and pre-teens, navigating the evolving landscape of social media marketing, and growing her brand in 2024 and beyond. We asked Karna for her insights on guiding research and development.
CDU: Some skin care products have been in the news lately because teens and pre-teens are using ingredients that are too strong or inappropriate for their skin care needs. What are the skin care needs of teenagers and pre-teens and how do you formulate products to address those needs?
Nisha Karna (NK): Teens and pre-teens are experiencing skin changes and hormonal changes and need gentle and effective skin care products to care for their skin. At ZitSticka, we are very careful about the ingredients we use in the formulation of our products, avoiding abrasive and harsh ingredients that can further aggravate young skin. Instead, we focus on proven, high-quality, premium alternative ingredients such as niacinamide, salicylic acid, azelaic acid, tea tree, and hyaluronic acid.
We also recently launched the Barrier Boosting Slugging Balm, the first product in ZitSticka’s upcoming Barrier Boost collection. It is the first line of defense against acne bacteria and was developed to support a healthy skin barrier. Our goal is to create products that are gentle enough for all of our customers, including teens and pre-teens, to create a sustainable skin care routine that they can use every day and feel confident about.
CDU: As a follow-up, how can we successfully market these products to this demographic? What role does social media play?
N.K.: Our data shows that younger consumers are buying through Amazon and TikTok shops. With this in mind, we’re leveraging TikTok to help you make the most of your time by leveraging his TikTok Shop and developing a network of creators known as the Zitty Committee to create authentic content using our products. We focused on reaching our audience.
Our strategy on TikTok is centered around short-form content that showcases real-life experiences using our products and includes before and after shots, which creates trust in our products among our viewers. Masu. Connecting videos to his TikTok shop creates a clear call to action and a convenient buying experience that aligns with the buying habits of young consumers.
CDU: What is your research and development process when formulating a new product or product collection for teen/preteen skin care?
N.K.: At ZitSticka, we take a multifaceted approach to research and development. Our research is primarily driven by social listening and facilitated by members of her dedicated Gen Z team who are relevant to our target age group and can quickly gather insights and trends.
One example is the development of ZitSticka’s barrier-boosting Slugging Balm, which was inspired by TikTok’s #Slugging skincare trend and listened to consumer demand for a version for acne-prone skin. We also conduct competitive analysis, consult with retailers to identify where the market holes are for your specific skin care needs, and conduct regular product reviews to ensure you are using our products. Gain additional insights from your customers.
When it comes to formulation, in line with ZitSticka’s overarching philosophy of using high-quality, acne-safe ingredients, we rely on third-party lab testing to confirm the product’s safety and effectiveness.
CDU: What is your strategy for brand growth/expansion in 2024?
N.K.: ZitSticka’s 2024 growth strategy is centered around concerted efforts to expand its presence in the retail industry, with particular emphasis on strategic alliances with prominent retailers like CVS. This approach aims to increase the accessibility and awareness of his ZitSticka products in brick-and-mortar stores, offering a new kind of acne solution to the vast consumer base that traditional retail stores attract.
From a product innovation perspective, ZitSticka recognizes the continued and growing demand for effective acne solutions and has made acne patch expansion a focus of future development efforts. We understand the diverse and dynamic nature of skin care needs and are committed to expanding our scope to provide specialized solutions for different stages of the acne lifecycle.
We don’t follow a one-size-fits-all approach. Instead, we actively create complete toolkits that respond to consumers’ unique situations and preferences.
CDU: What are the biggest trends and opportunities for brands in today’s teen/preteen skin care market?
N.K.: Today’s teenagers are becoming significantly more aware of popular skin care ingredients, their purpose, and which ingredients are important to their skin care needs. This trend aligns seamlessly with his ZitSticka commitment to using gentle, purposeful ingredients that cater to savvy consumers seeking premium and effective skin care solutions.
In addition to catering to the growing awareness of skincare ingredients among teenagers, we are excited to leverage this exciting collaboration strategy. This strategy underscores our dedication to staying at the forefront of industry trends by providing fun and innovative skin care solutions that resonate with evolving tastes.
CDU: What is the next step in R&D for the brand?
N.K.: To celebrate ZitSticka’s values for efficacy and quality in skin care, we are collaborating with renowned celebrity artists to create our first-ever limited edition products, creating the intersection of art and skin care. We’re very excited about this, and we know our customers are too.
In the future, we will not only improve existing formulations, but also explore completely new areas and continue to respond to a variety of stain-fighting concerns. We understand that everyone’s acne needs are different and one size does not fit all. In response, we are actively seeking innovative solutions that provide consumers with a comprehensive toolkit.
CDU: Is there anything else you would like to add?
N.K.: We take a very meticulous and thorough approach to the development of each product. ZitSticka has close and collaborative partnerships with our suppliers, ensuring that the process is seamless once the goods enter the production stage.
The team meets with them weekly to ensure there is clear communication and a shared vision, and conducts extensive reviews of samples to ensure the final results are of the highest quality.
