Johnson & Johnson Consumer Health

1.In your opinion, how has the dermatology and skin care landscape evolved over the years? What are some of the advantages of the current technological evolution in Personal Care?

Consumer attitudes have dramatically shifted in the last few years. Skin care is becoming more of a health and self-care necessity. It is now about so much more than concealing skin imperfections and taking care of yourself physically; it is also about empowerment, accepting and embracing your self-worth.

The skin care industry has responded and grown to meet the needs of a wide range of customers who demand increasing innovation and sustainability in the sector.

Today, people want unique, personalized products and brands that focus on their individuality. We have customers who prefer a simple approach and a few essential products to those who prefer multi-step routines (like the 10-step Korean skin care routine).

Science and increased investment in research and development are the primary drivers of innovative formulas (such as serums and shower foams), formats (like capsules and masks), and ingredients (niacinamide, hyaluronic acid, retinol). Although retinol is not a new ingredient, it remains the most effective anti-aging ingredient. It is also increasingly being used in combination with other active ingredients that can boost its effectiveness.

The digital revolution has transformed the industry: we have seen the use of apps to analyze and monitor the skin progress, such as the Neutrogena Skin360 app, as well as virtual or augmented reality use, particularly in makeup, with the goal of assessing your skin and creating a custom skincare routine. The evolution of e-commerce has significantly changed the competitive landscape (including digitally native brands) as well as the path-to-purchase for shoppers.

For both customers and retailers, sustainability is an increasingly important factor in determining purchasing decisions as people start to recognize the connection between their own health as well as of the planet. At Johnson & Johnson consumer health we are supporting consumers to embrace a more holistic approach to everyday health and wellbeing, while making sustainable choices. Each brand innovation, initiative and decision we make is carefully considered and is fundamental to delivering our healthy lives mission – our ambition to advance human health while also protecting our planet. Our heritage is in science-based brands, and we’re working to switch to more sustainable, natural ingredients. Through enhanced product transparency we are helping consumers make informed, healthy and sustainable choices for themselves, their families and the planet.

2. What according to you are some of the challenges plaguing the dermatology and skin care landscape and how can they be effectively mitigated?

With so much choice, consumers are confused, and it is becoming ever more difficult to make the right choice. Product manufacturers should be very deliberate when launching new products to avoid consumer confusion. They must help consumers navigate better on the shelf, use the right information on the packaging, and provide consumers and shoppers with the tools to make the right choice for their skin needs. Equally important is educating health care professionals and beauty/personal care staff at the point of sale.

"The digital revolution has transformed the industry: we have seen the use of apps to analyze and monitor the skin progress, such as the Neutrogena Skin360 app, as well as virtual or augmented reality use, particularly in makeup, with the goal of assessing your skin and creating a custom skincare routine"

Social media is another very important factor in today’s changing skin care landscape where it has significant impact on consumers’ skin care choices. Celebrities and influencers are endorsing, or even creating and launching brands and products, which can sometimes lack sufficient scientific evidence or enough clinical data to prove the efficacy and substantiate the product claims.

This could result in adverse effects caused by using the wrong products or their incorrect use, putting the consumer’s health and safety at risk. For example, making products widely available to consumers which contain a high percentage of active ingredients (for example, salicylic acid, retinol, etc.) without a dermatologist’s prescription can result in scarring and permanent skin damage. Stricter regulation of the distribution of such products, as well as dermatologist only prescription, can help to mitigate this risk (online or offline) and will make choosing the right product easier.

3. What are a few technological trends influencing cosmetics today? What are some of the best practices businesses should adopt today to steer ahead of competitors?

The use of augmented reality and artificial intelligence is growing. The metaverse and the development of virtual communities will have an impact on skincare, particularly among young consumers. Skin analysis can be easily performed from a distance, allowing dermatologist recommendations to be made without the need for a physical appointment.

Telemedicine and skin care assessment services will increase access to professional advice. Manufacturers who are prepared to support health care professionals with value[1]exchange programs, appropriate toolkits, and ways of working will be ahead of the competition.

Best practices include trend monitoring, staying close to consumer and skin expert needs, using simple, easy[1]to-understand consumer language, accelerating digital transformation, and driving product accessibility for all.

4. Do you have any advice for industry veterans or budding entrepreneurs from the dermatology and skin care space?

Be consumer, customer and health care professional centric; ensure a robust pipeline rooted in emerging demand spaces, accelerate E-commerce, provide easy navigation and criteria for choosing the right product for your needs and your skin, and work side-by-side with skin care experts and dermatologists and plastic surgeons in developing products which meet consumer needs. Continue to conduct more research to demonstrate the efficacy of skincare products, providing customers and consumers with scientifically validated options.