A new consumer segment dubbed the ‘skin care switcher’ is gaining traction in the beauty industry, as new data reveals US households alternate across two to three brands within a year.
Research from artificial intelligence-powered (AI) digital advertising firm Becausal estimated 765,176 US households routinely switch among competitive skin care brands such as CeraVe, Aveeno, Cetaphil, La Roche‐Posay and Neutrogena.
Common “switching triggers” include a perceived lack of results, new product launches, promotions and sampling, along with seasonal changes such as dry winter needs.
Life events such as pregnancy, ageing concerns and influencer and dermatologist recommendations can also cause consumers to change their product choice.
But rather than signalling weakness, this switching behaviour presents a “high-opportunity audience” for marketers, Avi Chai Outmezguine, CEO of Becausal, told Cosmetics Business.
“Today’s skin care consumers do not buy a brand; they buy promises,” said Outmezguine.
“They are constantly testing, switching and reallocating spend to whoever delivers the best results or hype at that moment.
“The critical finding is that many of these same households appear in multiple brand cohorts within the year.
“That overlap is proof that skin care loyalty is largely a myth.”
This means that traditional “loyalty playbooks” are outdated, claimed Outmezguine, who added that proof-based marketing – such as dermatologist validation, visible results, before/after claims – will ultimately win out.
He continued: “Hero skus can capture trials, but regimens retain households.”
Social media is also exacerbating the lack of loyalty among consumers, as TikTok and Instagram have turned skin care into a “culture of constant trial” where a viral routine can trigger mass brand-hopping overnight.
Sephora and Ulta Beauty are also making prestige skin care more accessible to younger shoppers, and this is also expanding the “trial-based” culture.
Outmezguine said: “Put together, the data and the market context show why the skin care switcher is today’s default consumer.
“They are not anchored to one brand; they’re moving with proof, promise, and hype.”
In this uncertain environment, brands and marketers can not afford to spend on audiences that stay static, said Outmezguine, who concluded: “In a category where loyalty is fluid, switchers represent a high-velocity growth channel.
“Targeting households during switching windows with proof-based system offers can drive faster customer acquisition, higher retention rates, and greater long-term value than betting on static, heritage audiences.”