{ "media_type": "text", "post_content": "If you’re pitching an acne brand do you focus on winning the teen market or try to reach a broader audience but risk appealing to no one?", "post_id": "60fbb524e1b54f002a3c3153", "reply_count": 13, "vote_count": 1, "bowl_id": "58eed54c016cce0010bbe9fa", "bowl_name": "Strategy & Planning" }

If you’re pitching an acne brand do you focus on winning the teen market or try to reach a broader audience but risk appealing to no one?

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likefunnysmart

I kinda agree with the guy above. And the answer is focus on the people in the client brief. That you got in the RFP.

Not an answer to your question but leaving the greatest acne ad I’ve ever seen here lol: https://youtu.be/sGtVAbaNmDQ

likehelpful

Acne is universal. Visit a Sephora and look at the plethora of products for adults that target acne, oil, and dark/acne spots.

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Gen Z is just the new Gen X. They keep making up new terminology for the same thing: people who are “young adults”. They said the same stuff about those of us born in the late 70’s early 80’s. Human truths are universally recognized- that’s what makes good advertising/marketing. I’d also look at other countries’ approach to acne. Or go to a J beauty or K beauty site/store. I think skin care is healthcare. It’s the external embodiment of your overall health. So I want products that are safe for me, my body, and the environment. Climate crisis is becoming the number one stressor for all age groups- but especially young people. Listen to Billie Eilish or Lana Del Rey’s music. A lot of it is about our imminent demise and the planet being in a downward spiral.

helpful

Hmmm depends! Can teens afford it? Historically have the brand vibes been more adult/teen and would you have to overcome that to appeal to one or the other? I feel like acne is more universal in teens than adults but adults might be more invested in their skincare since nobody wants to re-live those teen frustrations. There’s a strong connection between the two groups, I don’t think it would appeal to no one 👀

Agreed with SS1, what’s the price point?

Affordable

Target narrow, catch wide

Look at Billie. Gen z razor brand basically sell the product through a narrative of acceptance with the right aesthetics...

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