Breakout Series · Teen skincare
Teen skincare may be treating the wrong thing. What's the solution?
Acne affects up to 85% of people aged 12 to 24. Almost everything sold against it treats the face as the problem. Teenagers have arrived at a different explanation, and the biology is on their side.
Cleanse more thoroughly, unclog the pore, dry out the oil, kill the bacteria. The architecture of the category rests on the idea that the face is dirty. Ask a teenager why their skin flares and the answer has no mention of washing in it.
What Bampot found
The gap between the two explanations. Cortisol drives sebum production and disrupts the barrier. Mintel found 58% of teenagers see skincare as an important form of self-care, many of them using it to manage stress or lift their mood. They are buying these products for a reason the products do not acknowledge.
Introducing the concept
Twenty minutes after the question was asked, this came back.
On the format
One press before bed. It works on the enzyme inside skin cells that converts cortisone into cortisol, using a cosmetic-grade ingredient derived from liquorice root. The pack doses once and locks until the next night, so there is nothing to layer and nothing to decide.
So who gets there first: a brand built on treating the surface, or someone new who can start from the cause?
This came from one Bampot Brief.
One question in, fully developed concepts and the Agency Briefs to build them, in about twenty minutes. Bring your own category question and see what comes back. The first one is free.
Try a brief, free