Digital Skincare Trends & Behaviors: Report

Finnish beauty tech company Revieve has released a new report on top digital skincare trends and behaviors in 2022. The report dives into the most common skin concerns, types, and customer behaviors based on data from the company’s AI and AR skin analysis solutions.

According to the report,  customers globally are primarily concerned about maintaining healthy and youthful-looking skin. Wrinkles, under-eye bags, and acne are common concerns among all customers. Other skin concerns include dark spots, dull skin, and visible pores.

In addition, male users are predominantly identified as having oily skin, whereas female users report mainly having combination skin.

“The differences in skin concerns between male and female users correlate to what we see in the dermatology field. Overall, both user groups are concerned about aging because one's skin appearance reflects a person's health and well-being – and wrinkles are the most notable sign of this. In addition, younger looks are associated with attractiveness – so it is not surprising that people focus on treating wrinkles,” said Helen Robertshaw, a dermatology advisor at Revieve.

Female users engage more (77%) with AI skin analysis solutions compared to male users (69%). However, both groups drive almost an equal number of purchase actions in digital skincare experiences (26% and 21%, respectively).

This sheds light on the untapped opportunity in men’s grooming to decrease the barrier of access to skincare by making their customer experience more personalized, according to Revieve.

Furthermore, the report reveals that conducting an online selfie analysis increases the customers' confidence to purchase more products. The completion rate for a selfie taker in Revieve's digital skincare experiences is 60% higher than for non-selfie takers. In addition, the add-to-cart rate is 86% higher for selfie-takers, and 53% perform more purchase-related actions than non-selfie-takers.

“We are seeing a massive shift in commerce forcing the beauty industry to transition towards relationship commerce. This means getting to know your customers individually and continuously providing a personalized brand experience. Our latest report unveils how deep into a customer's skin AI and AR-powered solutions can get,” noted Sampo Parkkinen, CEO at Revieve.

The data represents over four million annual user engagements in 2022, according to the company.