Introduction: Inspired by Korean skincare but made with high-quality Spanish ingredients, Barcelona-based skincare brand Skin Generics is on a mission to offer effective yet affordable skincare products for all travellers.
The gender-neutral brand blends high concentrations of active ingredients, rich textures and Korean innovation to address a gap in the mid-priced skincare segment. Their focus is on unlocking the power of high-potency active ingredients that help battle signs of ageing, boost moisture levels, brighten the complexion, and cleanse the skin.
Skin Generics launched in the UK market in 2020 and pre-launched in travel retail with Jet2 last summer, quickly followed by a roll-out with EasyJet. This year, Skin Generics is launching with Transavia and Lagardère Travel Retail. In travel retail, the brand is managed by On The Mark Consultancy.
The Moodie Davitt Report Brands Director Hannah Tan-Gillies caught up with the trio who are behind Skin Generics’ travel retail drive: Skin Generics Director Mark Wood; On The Mark Consultancy Founder & Managing Director Mark Brewer; and Skin Generics Brand Ambassador Irish singer Nadine Coyle. In this Q&A, the trio preview Skin Generics’ travel retail ambitions and highlight what makes the brand stand out amidst a crowded beauty category in travel retail.
What made you fall in love with the product?
Nadine Coyle: It’s so good. It’s a Korean formula, and I’ve been all about Korean skincare for many years. I love how the brand used Korean skincare for inspiration for the textures and formulations.
Mark Wood: For example, in Korean skincare they have the famous 12-step skincare routine – which doesn’t necessarily work in the Western world because nobody has time. We formulated Skin Generics so that each product does the job of three Korean skincare steps. All our cleansers soothe, clean and balance the ph of the skin. Our moisturisers and serums have a higher percentage of active ingredients and we’re really transparent about that to our customers. We have hyaluronic acid for moisturising and aloe vera for soothing.
Who does the brand speak to?
MW: It was always our intention to have a very broad customer base. Regardless of if you are 20 years old or 70, we want Skin Generics to appeal to you. Skin Generics is gender neutral. And while we can’t hit every demographic, we made our brand identity as broad as possible. 80% of our business comes from men and women from their early mid-20s, all the way to their mid-50s.
We have 14 products in the range, and with On The Mark we have launched the Hyaluronic Acid and Cream and Aloe Vera in travel retail as exclusives with various airlines and retailers.
Mark Brewer: What’s great about Skin Generics’ broad demographic is that we can pick, choose and match various products to the many different traveller demographics because there’s a solution for all in the range. That degree of flexibility is great because we’re giving exclusives to certain retailers but not missing out on other opportunities.
We pre-launched exclusively with Jet2 in the summer, followed by a roll-out in EasyJet. Before summer 2023, we’re launching with Transavia and Lagardère Travel Retail’s airport stores in France. Airlines, cruise and airport stores are the three pillars to Skin Generics’ travel retail expansion strategy.
How can Skin Generics stand out amidst a competitive beauty market in travel retail?
MW: I joined the company in 2019 after I left my previous business. When I joined, we had to tweak the packaging to make it more commercial for high street retail. In 2020, we launched in the UK market with Superdrug. In the last two years, we’ve grown to launch in 12 or 13 different European countries. We’ll be launching in America with Walgreens in summer 2023 followed by Canada and South Africa.
Our price point is so democratic – which makes us appealing for a lot of markets. At £20-£25, our prices are very affordable, but our formulations and textures are as effective and luxurious as the most expensive brand out there.
MB: This works really well with On The Mark’s own business model. We work with effective brands at great price points that are great for repeat purchases. We believe that effective skincare doesn’t have to cost an arm and a leg. That, coupled with what’s going on with the world and the rising cost of living, meant it was really important that we kept prices low. We even stretched our price architecture to offer products below £20. Plus, we offer -20% savings in certain regions with this brand.
MW: When we launched with Douglas in Germany, one of the main reasons they took the brand on is that they felt there was a need for a high-quality mid-priced skincare brand. They had all the very luxurious brands such as La Prairie, SkinCeuticals and Estee Lauder for the premium segment and their own mass market brand which was priced at £10. However, they didn’t stock a brand to cater to that middle segment. Skin Generics may be mid-priced but our products are top shelf.
Does Skin Generics have competitors in the mid-priced beauty segment?
MW: Our biggest competitor would be N7 in the UK, who are more expensive than us but have an older demographic. The Ordinary and Inky List focus on just ingredients, but only per product – and that’s interesting competition as well. What we’re hearing is that we’re getting customers switching from heritage brands to Skin Generics. Consumers know that so much of the money that goes into those products go into marketing, packaging, staffing and store design and they are much savvier now.
How did your partnership with Skin Generics come to be?
NC: I don’t usually partner with a lot of brands, especially with brands where I don’t know how it’s made, where it’s from or what it’s about. Because I’ve known Mark for many years, I really got the chance to know Skin Generics from top to bottom. When I started trying the products over lockdown, my sisters who work in beauty were complimenting my skin and we were sharing the products. After trying the products for a few months, it was a very natural decision for me to support the brand because the products really do speak for themselves.
This is my first skincare collaboration and my followers who have bought the product love it. People want to know that when they spend money on something that it will be worth it. Skin Generics is a no brainer. It has become a solid part of my skincare routine and I want to share that with other people.
MW: Our partnership with Nadine isn’t a transactional one. Nadine and I went to Barcelona, checked out the lab, met with the scientists to really understand the story of the brand.
MB: We’ve done roadshows, crew events, and meet & greets with influencers and customers. Consumers know when collaborations are genuine and people don’t buy into something when they can feel it’s not authentic. With Nadine, I truly feel that customers know why she is supporting the brand.
Why do you think Skin Generics will be a hit in travel retail?
MB: For us it’s all about offering effective formulations at key price points. It’s important that we don’t raise prices and offer our customers fantastic products they can afford. There aren’t a lot of skincare brands in travel retail that are doing that.
Would you consider yourself a disruptor?
MW: Absolutely. We’re all about giving the consumer what they need. We’re not about charging extortionate prices to needlessly beautify our packaging, stores or advertising. I believe that it’s important for us to be honest and down to earth, which is where our success has stemmed from so far.
MB: The success of the business has been aligned to passengers knowing more about ingredients and where the products originated. 20 years ago, you get what you buy on the counter and that information wasn’t easy to access. It’s not so much disruption but rather giving customers something they haven’t had before. What we’re doing is a revolution of beauty rather than evolution.
What’s next for Skin Generics?
MW: This year we’re launching a clear SPF which is non-greasy, hydrating and offers excellent sun protection. We don’t want to expand the product range for the sake of expanding. There has to be a reason to bring new products in. Who’s to say that in a few years’ time that we won’t enter into body care or haircare? But for now, we’re just focusing on skincare.
