In 2003, Image Skincare was launched to encourage consumers to use sunscreen every day. 21 years later, the clinical-grade skin care company remains focused on that goal, as evidenced by its new Daily Prevention collection.
The collection, which launched Wednesday, includes six products with retail prices ranging from $25 to $70. These include Advanced Smart Blend Mineral Moisturizer, Sheer Matte Moisturizer, Ultra Defense Moisturizer, Pure Mineral Hydrating Moisturizer, Pure Mineral Tinted Moisturizer, and Protect and Refresh Mist. Each product is available on Image Skincare’s e-commerce site, Facial Bar Heyday, and select medi-spas and clinics. The collection was launched in the brand’s existing markets: USA, Germany, Hungary, Benelux region, UK, Ireland, Canada and Italy.
“About 11% of Americans wear sunscreen every day, and 90% of sun-induced skin aging is caused by the sun,” said Michelle Snyder, chief marketing and innovation officer at Image Skincare. He said this while citing data from the National Library of Medicine as of September 2023. “With our new collection, we have packed our sunscreens with skin-beneficial ingredients such as anti-aging and hydrating ingredients to make them even more effective. … Our Suncare
The skincare elements of the Daily Prevention line are powered by Image Skincare’s proprietary XOSM technology. According to the brand, this patent-pending technology is similar to exosomes, meaning they are liposomal vesicles that communicate with the skin and skin cells to deliver ingredients to the areas of the skin where they are needed most. These ingredients include ectoine, tetrahexyldecyl ascorbate (vitamin C), microalgae, and acetyl zingerone. Image Skincare collaborated with Dr. Raja Sivamani, board-certified dermatologist and founder of Pacific Skin Institute, to create the collection.
To promote the new line, Image Skincare is rolling out a 360-degree marketing campaign. The campaign began in March for him and will continue through the rest of the year. Community events are at the heart of our strategy. In March, Image Skincare hosted booths at the American Academy of Dermatology Annual Meeting in San Diego, Glossy’s Beauty Pop event in Los Angeles, and the World Congress of Aesthetic and Anti-Aging Medicine in Monaco. In early April, the brand invested in a paid sponsorship with actress Megan Fox’s makeup artist Jenna Kristina. During Coachella, Fox posted a video of himself using Line’s Mist. Additionally, it will be aired on regional broadcast networks through television advertising in major U.S. markets, including Phoenix and St. Louis.
Image Skincare also worked with around 500 paid and organic influencers, who were gifted with a complete collection or featured products to promote on their social channels. Influencers promoted a waiting list for the new collection starting in March. The brand has already tripled the number of subscribers to the Biome Plus collection in March 2023. Additionally, Image Skincare expects to see at least a 50% increase in social traffic before and after this launch.
With professional sales accounting for 85% of the brand’s business, attending trade shows and launching masterclasses with skin care experts has been a top priority for the brand this year. DTC e-commerce sales account for the remaining 15% of the business. Image Skincare plans to increase sales in its sun care division by 35% in 2024, and also sells clinical skin and body care products. The brand has no intention of expanding its retail partnerships.
