St. Ives Solutions Helps Get Z Find the Right Kind of Skincare
Michael Hemsworth — October 20, 2021 — Marketing
References: stives & drugstorenews
The St. Ives Solutions range has been unveiled by the brand as a new lineup of products for Gin Z consumers that will help them to easily find the right kind of cosmetics for their skincare needs.
The product collection includes the Solutions Acne Control Cleanser, Solutions Acne Control Spot Treatment, Solutions Clear Skin SPF Moisturizer and the Solutions Clear Skin Toner. Each of the products are meant to help combat against acne and help to fight breakouts, while also working to care for post-acne skin. The skincare products are being launched with the help of actress and college student Sierra Capri with a campaign that encourages them to share ways they destress for a chance to win up to $50,000 in tuition and books for one year.
Vice President of Skin Care at Unilever Dawn Hedgepeth spoke on the new St. Ives Solutions range saying, "We know the cost of college is an issue that can weigh on the minds of Gen Z. At St. Ives, we believe in infusing fun into one's daily routine to find ways to de-stress. We hope our new Solutions range – a collection of effective and affordable products — will help reduce the stress of skincare, especially when it comes to breakouts. We're also excited to offer one lucky student the opportunity to win funds for free tuition and books to help alleviate some of that financial stress.”
The product collection includes the Solutions Acne Control Cleanser, Solutions Acne Control Spot Treatment, Solutions Clear Skin SPF Moisturizer and the Solutions Clear Skin Toner. Each of the products are meant to help combat against acne and help to fight breakouts, while also working to care for post-acne skin. The skincare products are being launched with the help of actress and college student Sierra Capri with a campaign that encourages them to share ways they destress for a chance to win up to $50,000 in tuition and books for one year.
Vice President of Skin Care at Unilever Dawn Hedgepeth spoke on the new St. Ives Solutions range saying, "We know the cost of college is an issue that can weigh on the minds of Gen Z. At St. Ives, we believe in infusing fun into one's daily routine to find ways to de-stress. We hope our new Solutions range – a collection of effective and affordable products — will help reduce the stress of skincare, especially when it comes to breakouts. We're also excited to offer one lucky student the opportunity to win funds for free tuition and books to help alleviate some of that financial stress.”
Trend Themes
1. Gen Z Skincare - Opportunity for disruptive innovation in affordable skincare products specifically targeting Gen Z consumers with acne-prone skin.
2. Acne Control Skin Care - Opportunity for disruptive innovation in developing acne control skincare products with multiple benefits that cater to post-acne skin problems as well.
3. Marketing Campaigns with Scholarships - Opportunity for disruptive innovation in marketing campaigns that offers scholarships to college students, thereby generating interest and brand loyalty among them.
Industry Implications
1. Skincare Industry - The skincare industry can benefit from introducing specialized affordable skincare products, targeting Gen Z consumers with acne-prone skin.
2. Cosmetics Industry - The cosmetics industry can benefit from developing innovative acne control products that offer multiple benefits and cater to post-acne skin problems.
3. Education Industry - The education industry can benefit from partnering with skincare and cosmetics brands to offer scholarships to college students, thereby generating interest and brand loyalty among them.
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