Consumers are raising their expectations for skincare brands. They are prioritizing clinical efficacy, inclusivity, personalization and sustainability. As they become more ingredient-savvy and seek professional guidance on their skincare, products that are professionally recommended and trusted by dermatologist offices and licensed estheticians are gaining popularity.

For CP Skin Health brands EltaMD, PCA SKIN and Filorga, these characteristics are embedded in our DNA. EltaMD, for example, is the #1 recommended, trusted and personally used sunscreen brand by dermatologists. For years, EltaMD has maintained its reputation for cosmetically elegant formulas effectively addressing various skin concerns beyond providing sun protection.

By carefully integrating professional expertise with consumer appeal, a brand can become a trusted name amongst both audiences. Building a brand experience and strategy to connect with these groups is imperative to growing brand advocacy.

Here are some tips from Echo Sandburg, chief brand officer at CP Skin Health:

Leverage Professionals As Brand Ambassadors and Thought Leaders

By forming strong partnerships with reputable professionals, they can represent the brand both in-office with their patients and online to a broader community through social media, in person events, live shows, press interviews and more.

Educational Content Is Vital For Both Groups

For the professionals, focus on the scientific formulation, clinical results and case studies shared through webinars and in-office demos. For consumers, ensure the content is approachable and accessible. Bite-sized skincare tips, simplified ingredient descriptions, skin quizzes, and easy-to-follow tutorials are an important part of empowering the consumer and making them feel confident in their purchasing decisions.

Include Both Professionals and Consumers In Product Development

By involving professionals to test products and give feedback throughout the innovation process, it ensures that the products genuinely meet the highest standards expected by professionals in the industry. Survey professionals to gather their insights on real skin concerns that would resonate with their patients. Additionally, engage in social listening and monitor consumer feedback regarding new product interests, product reformulations, packaging feedback and more.

About Echo Sandburg

Echo Sandburg serves as the Chief Brand Officer for CP Skin Health Group US, which includes the brands EltaMD, PCA SKIN and more.

Before CP Skin Health Group’s establishment in 2022, Echo was the Global Chief Marketing Officer for EltaMD, beginning in 2019. Throughout her career, she has focused on growing professional, science-based brands, holding various positions in marketing, eCommerce, and customer development.