As revealed last week via The Moodie Report’s Twitter, Instagram and Facebook feeds, Origins has created a new skincare product targeted at Millennials and their skin’s unique “Quarter-Life Crisis”.
Original Skin Renewal Serum with Willowherb will make its European travel retail debut in March, before rolling out to the Americas and Asia Pacific in the autumn. The recommended UK travel retail price-point is £27.20 for 30ml.
The product was unveiled at a press event held at The Martini Library in The Arch London, where Origins underlined the importance of its target market. “Millennials are currently a very hot topic,” noted a brand spokesperson. “We define them as the age group born between 1982 and 2004. That’s around 100,000 people globally, so it’s a big demographic.”
It’s also a demographic that – until now – has not been seriously targeted, Origins believes. “We know a lot about Millennials’ lifestyle: what they do, think and enjoy,” explained the spokesperson. “We know that they are enjoying life, working hard, burning the candle at both ends and perhaps not eating and drinking that healthily. But nobody is discussing with them the negative effect that lifestyle can have on their skin.”
When consumers are in their twenties, skin starts to age, although the changes are not always obvious or easy to quantify. “Because of their age and stage, Millennials are often very stressed about issues such as marriage, friendships and career,” added the spokesperson. “This can contribute to a “quarter-life crisis”, which is reflected in their skin.”
Most Millennials have progressed beyond typical teen issues such as acne, but are too young to need anti-wrinkle products. The result, Origins maintains, is confused consumers who need guidance. “Where skincare is concerned, Millennials are a lost generation,” declared the spokesperson. “Nobody is reaching out to them, yet they know they need to use something - they just don’t know quite what.”
Step forward Original Skin Renewal Serum with Willowherb, created specifically to target the subtle biological and physiological changes that occur under the skin’s surface at that age. Typical problems include enlarged pores, uneven and dull skin tone, rough texture, age spots and a less radiant complexion.
These issues are driven by two key factors – a slowdown in cell turnover and an increase in Carbonylation (a protein change in the skin’s surface) – both of which are addressed by Original Skin, according to the brand.
“Changes in texture and a loss of radiance and clarity are all caused by a lack of cell turnover,” noted the spokesperson. “A healthy skin cell is replaced every 28 days, but it can slow down to every 60 days. All that dead skin sticking to the surface impedes light reflection, which leads to dullness. Combine that with carbonylation caused by external factors such as environmental pollution and it’s easy to understand why skin doesn’t look the way it used to.”
Original Skin features a number of ingredients designed to combat these concerns. Chestnut seed extract is said to refine the skin’s texture and minimise pores, by boosting skin cell turnover, eliminating roughness and counteracting flakiness. Laminaria Saccharina helps to balance the skin’s production of sebum and tighten and shrink the appearance of pores.
Canadian Willowherb (highlighted in the product’s name) is claimed to restore skin’s clarity and luminosity. Found in Northern Canadian prairies, it is traditionally used as a herbal supplement to treat various medical ailments. It is complemented by the anti-irritant Persian Silk Tree, and a blend of optics to instantly “blur” imperfections.
To support the launch, Origins has worked with illustrator Bee Stanton, whose work will feature in the ad campaign. The brand has also created the #QuarterLifeCrisis app, to enhance digital engagement with its target consumer.