Skincare products are often categorized by skin type—for example, oily, dry, and combination. According to The Prevalence of Sensitive Skin report, 70% of women and 60% of men report having sensitive skin. While these numbers are high, many people still do not identify with sensitive skin. REN Clean Skincare, the community- and dermatologist-led brand, feels this number is incorrect and believes that everyone, regardless of their skin triggers, has sensitive skin. To educate consumers on how they can treat their sensitive skin, the company has launched the All Skin Is Sensitive campaign.
The campaign focuses on Ren's Evercalm range, which is tested on sensitive skin and is dermatologist approved. The Evercalm range, consisting of cleansers, serums, and creams, is said to be suitable for all skin types, specifically formulated to deliver relief from dry skin by acting as a protective blanket that works to strengthen and repair consumers' skin barriers. According to Ren, the two bestsellers from the Evercalm range, Evercalm Global Protection Day Cream and Evercalm Overnight Recovery Balm, sell at least once every 15 minutes and rank above average in their product category for consumer loyalty globally.
"No matter who you are, everyone has the potential and likelihood to experience sensitivity at some point in their life—and the type of sensitivity is unique to the individual. Whether it is experiencing an uncomfortable rash after using a new beauty product or suffering from ongoing dryness and reactive skin—understanding the triggers and types of sensitivity is key to preventing its symptoms and damage to the skin barrier and microbiome, as well as forming the optimal plan for treatment," says Dr. Nava Greenfield, Board-Certified Dermatologist and REN Clean Skincare Consultant.
All Skin Is Sensitive has been rolled out across all REN Clean Skincare channels, from in-store (including locations such as Sephora in the US and Boots in the UK) to digital social media platforms and the brand's website. The campaign includes images of real-life REN Clean Skincare customers using the Evercalm range, featuring testimonials from those involved. "THANK GOODNESS FOR REN," reads feedback from a customer. "I honestly cannot believe the difference in my skin. I have always had sensitive skin, but menopause was wreaking havoc on it. Thank goodness I stumbled on REN, my skin is calm, and glowing, and the redness has gone completely. Cannot recommend enough."
The brand's mission with the campaign is to inspire skin confidence through an understanding of the different types of sensitive skin concerns through professional guidance from Ren. On TikTok, REN Clean Skincare is sharing videos as part of the campaign to educate its 33.3K followers on the types of sensitive skin, from acne-prone skin to those suffering from rosacea and eczema. The videos also highlight sensitive skin causes consumers may not be knowledgeable of, including hormonal contributions, UV damage, stress, and lack of sleep.
"We're in a time where social media is driving more conversations around skin and skincare, and consumers are more likely to share their concerns. Conditions such as eczema & rosacea, situational reactions, and the effects of highly active ingredients such as retinoids are all being talked about transparently, and we're excited to be a part of this conversation and to continue to drive our commitment to provide safe, sensitive skin solutions for the whole family," Michelle Brett, CEO REN Clean Skincare tells BeautyMatter.
REN Clean Skincare is not the only one pioneering for education surrounding sensitive skin. At the later end of last year, Aveeno released the State of Skin Sensitivity report, which found that there had been a 55% increase in reports of sensitive skin in the past two decades. The brand's campaign for the report highlighted that sensitive skin can factor a psychological impact that goes beyond the skin's surface and encouraged consumers to share images on their skin, as well as their psychological journey with their conditions, under #ProudlySensitiveSkin. All submissions were entered into a competition to win a virtual mentoring session with brand partners Tia Mowry and Hyram Yarbro.
The rise of sensitive skin campaigns as showcased by REN Clean Skincare and Aveeno suggest that the industry is taking steps towards a focus on consumers' concerns and the psychological impact of skin conditions. As brands look on to these campaigns, it can be argued that the future of skincare will focus on more than skin categories and instead address obtaining a repaired and healthy skin barrier, contributing towards the soothing of sensitive skin.
The All Skin is Sensitive campaign is REN Clean Skincare biggest campaign yet, with the highest ever investment into the US market for the brand, as they hope to make the states their biggest market space by 2024.
