Pai is aiming to revolutionise the anti-ageing market with a new organic oil backed with a unique marketing campaign designed to boost women’s confidence.
Founder Sarah Brown says that its research proves women are tired of traditional anti-ageing marketing messages and “actively resent” the idea of eternal youth many brands promote.
Pai’s study included quantitative and qualitative research with over 1000 women aged 18 and over.
“There are a whole swathe of women who are not obsessed by ageing or looks, but at the same time want to be glowing, fresh and the best they can,” she explains.
Pai responded to this demand with its new Echium & Amaranth Age Confidence Oil, which is Soil-Association certified, as well as being vegan and cruelty-free. Its ten-oil blend delivers a super-charged dose of vitamins and essential fatty acids which optimise hydration and regeneration while minimising inflammation and environmental stress.
“I think anti-ageing marketing has been stuck in a cycle led by the big brands and perpetuated by the smaller ones who see their tactics working,” says Brown.
“We’re seeing the same images of 18 year old models or celebrities with their imperfections airbrushed, and inflated product claims that promise the unachievable.”
Brown said that one of the more eye-opening facts from the research was that only 50% of women were confident with the way they looked.
“Pai has always been about giving confidence to people with very sensitive and problem skin, and we’d like to use that same resolve to give confidence to people with more mature skin facing a barrage of negative messages about their age,” she says.
“I think it’s wrong to prey on a woman’s insecurities to sell her something. Instead we want to educate, equip and empower women so they feel great about themselves at any age. Let’s stop pushing this notion that you’re only beautiful if you are young – it’s so patronising.”