Earlier this month Pai Skincare launched its first fully integrated marketing campaign – Sensitive Skin? Lucky You – targeting the 47% of British women who describe their skin as sensitive.
The campaign comprises print advertising, PR, sales promotion, social media and targeted sampling. Conceived to emphasize Pai products’ sensitive skin credentials, the positive campaign message aims to reject the idea that sensitive skin is a burden or beauty barrier.
“Sensitive Skin? Lucky You is about telling customers they don’t have to compromise any more. Pai brings a little luxury back into their beauty regime, and helps them feel great about their skin again,” explains Pai founder Sarah Brown.
At the launch event Brown and psychodermatologist Dr Alexandra Mizara spoke about the link between skin flare-ups and stress. “We regularly hear from customers whose skin conditions were first triggered by emotional and physical trauma,” explained Brown. “Equally, there are a lot of cases where difficult skin is exacerbated by day-to-day stress. In this instance it is easy to get caught in a vicious cycle of bad skin which is hard to break out of.”
Dr Mizara explained the physiological reasons for this. “Defects in the neuro-endocrine response to stress – which is the chemical basis of communication between the mind and skin – are implicated in certain skin conditions. Stress causes the release of cortisol which affects numerous body processes causing significant changes in our immune response and the skin. Cortisol compromises our immunity and makes more susceptible to illness.”
Pai Skincare also launched two new botanical innovations in the form of its Sea Aster & Wild Oat Instant Calm Redness Serum and its Copaiba & Zinc Perfect Balance Blemish Serum, both specifically formulated for women with sensitive skin.