SKIN IN THE GAME
Boots has proven there’s one aspect of beauty care they’re willing to take particularly seriously
The need to get consumers on-board led to the Boots pharmacy chain enlisting thousands of women t o have a say in the development of the YourGoodSkin range, launched in Thailand last week at the Marriott Marquis Queen’s Park.
“It’s uniquely a co-creation among scientists, dermatologists and women, who worked with Boots throughout the development process, from the products and packaging to the name, which is a clear description of the product performance on the skin,” said Alana Cartmill, brands and merchandising director at Boots Retail Thailand.
YourGoodSkin was designed for women of any age and skin type, to help restore and maintain the skin’s natural balance for a visibly healthy complexion.
The fast-paced world, however, makes it hard to maintain balanced skin as much as a balanced life. The stress, along with hormonal change and environmental factors such as UV radiation, pollution and temperature changes, cause the imbalance and bad skin days.
“The skin can change throughout the day and even from hour to hour, such as in oiliness and dryness. We need to stop the fluctuation from having an impact on how the skin feels or looks,” said Cartmill, who has been based in Bangkok for nine years.
Boots Thailand has been in operation for two decades. The launch of YourGoodSkin is a milestone for the health and beauty retailer, now under Walgreens Boots Alliance, in introducing a new brand after so many years to reaffirm its capacity as a cosmetics producer. YourGoodSkin falls under the dermatological skincare category, whereas Boots’ iconic No7 emphasises anti-ageing treatments, and Botanics offers formulas based on plant ingredients.
“We celebrated Boots Thailand’s 20th anniversary last year. However, we can’t rest on our laurels and assume everyone knows about us and our brands,” she said. “Thai consumers are vigilant and well-informed about cosmetics, and we have to work hard in communicating how our products fulfil consumers’ needs.”
Featuring green tea and vitamin C as key ingredients, the YourGoodSkin formulas promise visibly healthy skin measured by skin texture, tone, radiance, oiliness and moisture. Clinical trials have proven that the hero product, Balancing Skin Concentrate, improves these five key signs of good skin.
The lightweight serum contains an antioxidant complex with the green tea and vitamins C and E; Japanese lily turf root extract to support the skin’s natural moisturisation; and sphinganine oil that is bio-identical to lipids found in the skin.
Cleansing products come in various formats, from wipes and hotcloth cleansers to masks and scrubs, while targeted formulas address oily, dry and acned skin.
However, the new brand is not only about efficacious and affordable products, Cartmill noted — it’s a community with an online portal sharing advice for better skin at #GoodSkinForLife.