According to recently reported data from Piper Sandler, an investment banking company, US “teens spent 23% more on cosmetics, skin care, and fragrance in 2023 compared to 2022.” As Gen Alpha becomes more interested in skin care than ever before, manufacturers and suppliers of cosmetics and personal care products who focus their R&D efforts on product formulation processes catering to the unique skin care needs of teens and pre-teens will be better positioned to meet the needs of this growing consumer demographic.
With over a decade of experience at industry leaders including The Estée Lauder Companies and Frank Body, Nisha Karna brings a combination of retail, beauty, and wellness expertise to her role as Director of Brand at ‘tech-meets-skin-care’ brand ZitSticka. We sat down with Karna for her insights into formulating skin care solutions tailored to the unique needs of teens and preteens, navigating the evolving landscape of social media marketing, and charting the course for brand growth and R&D in 2024 and beyond.
CDU: Recently, some skin care products have been in the news because teens and preteens have been using ingredients that are too strong or not appropriate for their skin care needs. What are the skin care needs of teens and preteens, and how do you formulate products to address those needs?
Nisha Karna (NK): Teens and preteens are navigating through skin changes and hormonal shifts, and require gentle yet effective skincare products to treat their skin. At ZitSticka, we are very intentional about the ingredients we use to formulate our products and avoid harsh ingredients that might be abrasive or further aggravate young skin. Instead, we focus on high-quality, premium alternative ingredients that are tried and tested such as Niacinamide, Salicylic Acid, Azelaic Acid, Tea Tree, Hyaluronic Acid, and more.
We also recently launched the first product in ZitSticka’s upcoming Barrier Boost Collection, Barrier Boosting Slugging Balm, which was developed to support a healthy skin barrier as it is the first line of defense against acne bacteria. Our goal is to create products that allow all of our customers, including teens and preteens, to create sustainable skincare routines that are gentle enough for everyday use and build confidence.
CDU: As a follow up, how do you market these products successfully to this demographic? What role does social media play?
NK: Our data shows that younger consumers are purchasing through Amazon and TikTok shops. With this in mind, we've placed a significant emphasis on utilizing TikTok to reach that audience by leveraging TikTok Shop and developing a network of creators, known as our Zitty Committee, to create authentic content using the products.
Our strategy on TikTok centers around short-form content that showcases real experiences when using the products and includes before-and-after shots, which creates trust in the products among viewers. Connecting the videos to TikTok Shop creates a clear call to action and a convenient purchasing experience that aligns with the purchasing behaviors of younger consumers.
CDU: What is the R&D process like when formulating a new product or product collection for teen/preteen skin care?
NK: We have a multi-faceted approach to R&D at ZitSticka. Our research is primarily driven by social listening which is facilitated by a dedicated Gen Z team member who can relate to the target age demographic and gather insights and trends quickly.
An example of this is the creation of ZitSticka’s Barrier Boosting Slugging Balm, which was inspired by the #Slugging skincare trend on TikTok and listening to consumer demand for a version for acne-prone skin. We also conduct a competitive analysis, discuss with retailers to determine where the holes in the market are for specific skincare needs, and regularly go through our product reviews for additional insights from customers using the product.
For formulation, we rely on third-party lab testing to ensure the safety and efficacy of products, aligning with ZitSticka’s overarching philosophy of using high-quality and acne-safe ingredients.
CDU: What are your strategies for brand growth/expansion in 2024?
NK: ZitSticka's growth strategy for 2024 centers around a concerted effort to expand its presence in retail, with a specific focus on strategic collaborations with prominent retailers like CVS. This approach aims to increase accessibility and visibility for ZitSticka products in physical stores, offering a new variety of acne solutions to the vast consumer base that traditional retail stores attract.
In terms of product innovation, ZitSticka recognizes the sustained and increasing demand for effective acne solutions, making expanding our pimple patches a focal point of our upcoming development efforts. We understand the diverse and dynamic nature of skincare needs and our commitment extends to expanding our range to offer specialized solutions for different stages of the pimple lifecycle.
We don't subscribe to a one-size-fits-all mentality; instead, we are actively creating a full toolkit that caters to the unique circumstances and preferences of our consumers.
CDU: What are the biggest trends and opportunities for the brand in the teen/preteen skin care market today?
NK: Today’s teenagers are becoming notably more aware of popular skincare ingredients and their purposes as well as what ingredients are important for their personal skincare needs. This trend aligns seamlessly with ZitSticka's commitment to using gentle and purposeful ingredients, catering to informed consumers who seek premium and effective skincare solutions.
In addition to catering to the rising awareness of skincare ingredients among teenagers, is excited to leverage an exciting collaboration strategy. This strategy emphasizes our dedication to staying at the forefront of industry trends by offering fun and innovative skincare solutions that resonate with evolving preferences.
CDU: What’s next for R&D for the brand?
NK: We are in the process of developing our first-ever limited-edition product drop in collaboration with a renowned celebrity artist, creating an intersection of art and skincare to celebrate ZitSticka’s values of skincare efficacy and quality. We are super excited about this one and know our customers will be too!
Looking ahead, we are continuing to not only refine existing formulations but also delve into entirely new territories to continue to cater to a diverse range of blemish-fighting concerns. We understand that everyone’s acne needs are unique and it’s not a one zit fits all. To cater to this, we are actively exploring innovative solutions to provide a comprehensive toolkit for consumers.
CDU: Anything else to add?
NK: We take a very meticulous and thorough approach to the development of each product. ZitSticka has a tight-knit and collaborative partnership with the suppliers to ensure the process is seamless once items are in the production phase.
The team meets with them weekly to ensure there is clear communication and a shared vision and does an extensive review of samples to ensure the final result is of the utmost quality.