In India, the skincare market segment has experienced a steep growth in the last couple of years. Consumers often look for dermatologist-recommended labels on the products they buy. An article from a leading business-focussed daily newspaper suggests that the trends that accelerate this growth are:
• The rise of e-commerce and the emergence of direct-to-consumer (DTC) brands
• Preference for natural or clean beauty
• Bringing consumers closer to the brands
• Digital diagnostics or e-trials (for personalised recommendation according to skin type)
Role of Social Media
Social media mirrors global trends and it is one of the fastest mediums to connect with the Indian consumers. Tier-II and Tier-III cities have seen a significant influence of brands that trend on social media, especially Instagram. Buyers feel empowered to take charge of their skin because of exposure to so much knowledge. Consumer awareness of skincare is at its peak because of plethora of information available on social media.
However, here’s a word of caution – despite the vast information, nobody can understand the skin better than a dermatologist. Even for a regular skincare routine, it is better to visit a dermatologist. A nudge to the teenagers who are glued to Instagram – visit your dermatologist before choosing a dermatologist recommended product for your skin.
As a consumer, the purchase triggers are packaging colours, highlighted ingredients or an influencer. Moreover, the advertisements that are shown based on the consumer’s browsing history also play an important role. Consumers tend to look for the ‘dermatologists recommended’ word for purchasing a new skincare product.
To know more about why it is important to take dermatologists’ help and how they select a product for their patients, head to our Aesthetic Medicine magazine’s digital version. Click here to read the full feature.