Today’s science-backed beauty products face a new challenge, how to create consumable science that engages audiences in a hyper-social world.
Oisin James Deady, co-founder of creative production agency TwelveA.M, explores what’s next in the evolution of science messaging for beauty brands.
How has brand communication of science evolved?
In the past, brands often communicated the science behind their products by associating themselves with an authority figure, think of named ‘Dr’ brands. Or by using clinical imagery in packaging or in-store to build trust.
Though this formula still works, it’s become a crowded space creating little stand out for brands.
Today’s informed consumers expect every beauty product to perform, so simply stating the science doesn’t differentiate.
Authority now comes from trusted voices sharing consumable science stories delivered in the right place.
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