BYOMA, the authority on skin barrier, launches inaugural Skin
Barrier Awareness Month this May – cementing the brand as the
champion of skin barrier health.
NEW
YORK, May 13, 2024 /PRNewswire/ -- On a mission
to democratize and demystify skincare, BYOMA empowers everyone
to make the right choices for their unique skin type with
science-backed, solution focused, skin barrier-care. Since
launching in 2022, BYOMA has become a credible, impartial authority
and innovation trailblazer in skin barrier and skin health. With
skin barrier health at the forefront of the beauty industry, BYOMA
continues to drive and lead not just a trend, but an evolution of
skincare. Considering everything from a 360 lens, from researching
skin-compatible complexes to engaging and empowering skincare users
with education to build their best skincare routines every day
- BYOMA is building better beauty.
Today, a new generation is breaking their skin barriers with
super-strength actives and age-inappropriate formulas. The Gen
Alpha skincare boom has become an epidemic due to lack of
education resulting in mis-purchasing products.
In response to this epidemic, Founder, Marc Elrick felt it
is BYOMA's responsibility to take a stand. "This month, we're
making a category-defying pledge with Skin Barrier Awareness Month,
geared towards democratizing the skincare industry by empowering
consumers of all ages with skin barrier health education," said
Elrick. "My fear is that barrier care becomes a buzzword and a
trend, rather than evolving the category and sparking a skincare
revolution as we'd originally hoped. Our month-long campaign will
cement BYOMA as true champions of skin barrier health– by our
community and for our communities. All our activities will tie back
to our core values of education, democratization, and trust and
transparency."
The brand is launching several initiatives to kickstart Skin
Barrier Awareness Month including:
Opening of the BYOMA clinical testing lab at Glasgow
HQ
Clinical testing is an integral part of the R&D
process, ensuring the products perform with the highest efficacy.
All BYOMA products undergo rigorous third-party clinical testing to
thoroughly assess effectiveness. This includes HRIPT (Human Repeat
Insult Patch Test) testing to verify safety for sensitive skin.
This comprehensive testing process ensures BYOMA products not only
deliver desirable results but also uphold the highest standard of
safety.
In addition to these tests, BYOMA is taking clinicals one
step further. "As we work to revolutionize the industry with
cutting-edge skin barrier products, the launch of the in-house lab
allows us to test and update new formulations in real-time. Our new
complexion analysis machine with multi-spectral imaging reveals
damage and signs of ageing on and beneath the surface of skin (i.e.
erythema, melanin, sebum, skin elasticity, radiance, etc.) not
visible to the human eye. This allows us to develop more advanced
formulas that take skin barrier function to the next level," says
Elrick.
BYOMA Smart Skin Scan AI Tool, for personalized skin
analysis
BYOMA was one of the first skincare brands to
offer total transparency on their packaging, decoding the inci
(ingredient) list, telling consumers exactly what is in their
formulations and the primary function. "As a brand at the cutting
edge of technology and innovation, I want us to continue to push
the boundaries of what's possible to enhance the consumer
experience," said Elrick. "Supercharging our brand's mission,
we have partnered with global leading AI/AR company Revieve to
develop a fully branded, digital skincare diagnostic service
powered by AI technology that can be used anytime, anywhere."
BYOMA understands the desire and demand for increased
personalization with 71% of consumers expecting personalized
interactions with companies and a further 91% stating they are more
likely to shop with brands if their experience is personalized.
BYOMA will be one of the first brands at mass to bring this degree
of intelligence, insight, and accessibility to their highly engaged
community.
With just a few questions and quick snap of a selfie, BYOMA's
Smart Skin Scan offers tailored skin analysis based on age,
location, skin type, tone, and texture. The tool will be accessible
everywhere our community is: across digital touchpoints like our
site and social channels as well as in stores, and even on pack!
This is an important step towards improving the consumer experience
– helping to further educate on their unique skin needs while
providing the right personalized skincare routine.
"Our strategy is to leverage this innovative tool to better
understand the needs of our community – informing future product
development with science-based consumer insights, allowing for
strategic decisions on what's to come next in our revolutionary
product pipeline," said Elrick.
Immersive consumer pop up experiences in
NYC
435 Broome St, SoHo, New York, 10013
5/31 -
6/1 - 10am - 5pm
With consumers at the heart of the brand, BYOMA will be
launching their first-ever pop-up experience in SoHo, NYC on
May 31 – June
1 inviting consumers of all ages to immerse themselves into
the skin barrier. Attendees will have the opportunity to scan their
skin with new BYOMA AI tool for a customized prescription of BYOMA
products. The brand will also be providing 1:1 consultations with
dermatologists including Angelo
Landriscina, MD, FAAD, to help answer their skincare
queries. Lastly, everyone will receive best-selling BYOMA product
samples, merch, and other prizes through fun gamification
activities – all while understanding the science and health of the
skin barrier.
Launch of disruptive campaign to raise awareness &
supercharged educational content across social platforms
With more information at consumer's disposal, misinformation, and
unclear expectations within skincare, is higher than ever. A recent
consumer study by Vitabiotics Perfectil1 showed that 72%
of 2,000 surveyed need clarification on scientific skincare terms
and technological developments in the beauty industry with 69%
having bought a beauty product without understanding the label.
BYOMA's latest campaign, "MiSKINformed"
#skinbarrierawarenessmonth is spotlighting this issue of
misinformation plaguing the category. The brand is determined to
empower the consumer with the knowledge needed to make smart,
informed decisions about their skin so that misinformation stops
breaking skin barriers.
BYOMA's top priority is to ensure platforms remain a resource
for impactful learning. Part of this, is leading the charge on
education. A key initiative is driving conversations around how
skincare should be used at every age, so everyone feels empowered
with knowledge to make the best choices for their unique skin type.
BYOMA has a responsibility to educate younger skincare users to
stop overtreating, over exfoliating, and overbuying skincare.
The brand will be boosting educational content across social
platforms, partnering with derms, cosmetic chemists, and
skincare enthusiasts to break down misconceptions in an effort to
build and boost skin barriers. They will be encouraging consumers
to take the BYOMA Smart Skin Scan, to better understand their skin
needs and how to best care for it with the BYOMA 5-step routine.
"Gone are the days of complicated skincare. We're boosting barriers
for better skin with simplified routines, decoded incis, and
transparency consumers can trust. Our goal is to scan one million
faces as we continue to champion skin barrier health," said
Elrick.
These initiatives are intended to supercharge BYOMA's skin
barrier building mission. By putting education at the forefront and
making it more accessible, affordable, and approachable than ever–
BYOMA hopes to become the impartial, trusted authority on skincare.
"We want everyone to have their best skin day, every day," said
Elrick.
1
https://beautymatter.com/articles/beauty-continues-to-grow-so-does-consumer-confusion
Media Contact:
Chasen Creative Media
byoma@chasencreative.com
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SOURCE BYOMA