Body Proud, which launches on 24 April, aims to hydrate and nourish the body using active ingredients traditionally found in facial skin care, such as niacinamide and retinol.
“Following the successful launches of Skin Proud and Hair Proud, we are applying the same strategy to Body Proud, shouting proudly about the brand to make it stand out to our Gen Z community,” Charlotte Knight, founder and CEO of I Am Proud, told Cosmetics Business.
“It is powered by results-driven, skin care-inspired ingredients to deliver high-performance body care at an accessible price point.”
Entry into the category is much harder because people pay less attention to their body care
– Nora Zukauskaite, Global Marketing Director for I Am Proud
The aim is to change the way Gen Z views and indulges in these products, hoping to bring their body care category spend in line with how they splurge on facial skin care.
“Gen Z already uses these active ingredients in their face regime, so we are educating them that the way you treat your face is the way you should treat your body,” Nora Zukauskaite, Global Marketing Director for I Am Proud, told Cosmetics Business.
The Body Proud collection consists of four categories – Brighten, Hydrate, Recharge and Proud to Care – which work to target specific concerns such as dry and uneven tone.
The products include cleansers, moisturisers, oils, an exfoliating serum, overnight mask and a duck-shaped body brush.
All are formulated using actives traditionally found in facial skin care – hyaluronic acid, niacinamide, retinol and vitamin C – alongside naturally-derived ingredients like sweet almond oil, magnolia extract and grapeseed oil.
The Body Proud collection consists of four categories – Brighten, Hydrate, Recharge and Proud to Care
Cracking beauty’s toughest category
However, the company admits there is a potential barrier to entry – namely the fact that people in general spend less money on body care than face care.