In an effort to fight negative self-talk that many contemporary women face, skincare brand Tula recently debuted its first brand campaign. According to a recent survey, people have negative thoughts — "When did you get so old?" "You look disgusting" — an average of 19 times a day. These exact phrases are used in the brand's commercial, reminding viewers that they would never say that to a family member or friend—so why say them to yourself?
"We heard that 95% of our community believe that they are their own harshest critic and 89% say their confidence is weakened by their own negative self-talk and thoughts," says Tula CEO Savannah Sachs. Tula is on a mission to remind its customers that they are enough and to embrace their skin.
Confidence-Boosting Skincare Campaigns
Tula Combats Negative Self-Talk in Its New Campaign
Trend Themes
1. Positive-self Talk Promotion - Skincare brands are promoting positive self-talk to boost customer confidence through messaging and campaigns.
2. Mental-health Focused Skincare - Skincare brands are refocusing their messaging on promoting self-love and becoming more of a mental-health focused industry.
3. Self-love Consumerism - The skincare industry is tapping into self-love consumerism, offering products and campaigns that promote self-affirmation and body positivity.
Industry Implications
1. Beauty and Personal Care - Beauty and Personal Care companies could explore developing more products to promote self-love to compete within this space.
2. Mental Health and Wellness - Mental health and wellness brands could partner with skincare companies to create joint messaging to promote holistic self-care and beautification.
3. Advertising and Marketing - The advertising and marketing industry has an opportunity to tap into the positive self-talk mindset, not only within skincare, but also within different industries to create messaging aligning with this trend.