New Zealand – Probiotic skincare brand Unconditional Skincare Co is challenging the beauty sector’s focus on 'flaws' and 'concerns' in skincare messaging in a bid to combat low self-esteem among consumers.
Through its Skin Peace Pledge, Unconditional Skincare Co is committing to avoid language that suggests the appearance of someone's skin is an issue – rejecting communications that frame acne, redness and wrinkles as things that need fixing. It follows the brand undertaking a consumer survey in which one in three women respondents said beauty messaging affects their self-esteem.
In turn, the pledge highlights how many other brands’ marketing presents unattainable beauty standards. Looking ahead, Unconditional Skincare Co will use its commitment and guidance from psychologists and consumers to inform future communications, beginning with statements such as ‘your skin is enough’. ‘We're challenging the category and encouraging women to tell us about the unrealistic beauty language that disturbs them most,’ says Emma Dalton, general manager at YoungShand, the agency working on the project.
With inclusivity front of mind, brands are recognising that an anti-aspirational approach to beauty marketing can help them break free from the idealised versions of beauty called out by this campaign.