Merit Beauty has captured the minimalist, fool-proof makeup essence in their simple, buildable makeup line and supporting skincare.
The modern consumer is too busy, too fleeting, and too cash-strapped to have an extensive complicated beauty routine.
However, they might open their very limited beauty roster for a new moisturizer.
Introducing the “Great Skin™ Priming Moisturizer — we made it complex so your routine doesn’t have to be.”
The Great Skin™ Priming Moisturizer is packed with barrier polysaccharides, biomimetic emulsifiers, and spermidine to moisturize all day long and strengthen elasticity. Sounds complex enough for us.
With the skincare industry shifting to hybrid products that are both skincare and makeup, "there's a major opportunity for brands to place emphasis on innovative formulation when it comes to their product development process. While more budget goes towards the R&D, you can streamline a portfolio with multi-purpose SKUs," says Bethany Paris Ramsay, Marketing Consultant and founder of micro agency HONEY B.
Looking polished and effortless starts with good skin, ideally great skin™. Designing a product that soothes, heals, and preps the skin for the day whether you’re braving it bare or in glam seems totally rational. Perhaps just rational enough to convince minimalist consumers.
Pre-launch, Merit invited 250 people to test the Great Skin™ Priming Moisturizer and share feedback. In addition, every order placed in the week leading up to the launch on August 22nd included a free sample of the new moisturizer.
When the cost to try is nothing, why not? After a few weeks live on the market, here’s what folks are saying:
Consumer study (51 volunteers aged 22-63)
100% said it helps skin feel smooth and hydrated
86% say it helps skin feel plump and improves skin’s elasticity
“This moisturizer goes on so smoothly and absorbs quickly. It gives your skin a nice bounce. There's no shine or greasiness after applying, yet it really helps my makeup go on smoothly and evenly. Even in a very dry climate, it feels so moisturizing, but not heavy at all.” - Heather
It appears 53 rounds of development, a 250 person testing panel, 3 clinical tests, and 1 consumer perception study have paid off. Maybe consumers really do know what they want.
Merit fans already hooked on the Great Skin™ Instant Glow Serum won’t find much trouble adopting a moisturizer that locks in and amplifies all the goodness of the serum they already love.
This launch is not without some influencer draw. Fashion model Yasmin Warsame who you might have seen in the likes of Marie Claire covers and on the YSL runway is the face of this campaign. While her social following might be quieter with 8.4k followers, her relaxed yet elevated essence aligns perfectly with the minimalist aesthetic of Merit.
Intrigued? The Great Skin™ Priming Moisturizer retails for $38 (50ml) and is clean, vegan, cruelty free, non-comedogenic, dermatologist-tested, and fragrance-free.
You can shop it online at Meritbeauty.com or with their retail partner Sephora.
Only time will tell if this product can stand out in an already crowded moisturizer market. At $38, it's on the higher end of affordable, making it a tough competitor against trusted, dermatologist-backed brands like CeraVe, known for their straightforward, budget-friendly formulas.
But for those looking to elevate their skincare routine with a touch of luxury, Merit’s Great Skin™ Priming Moisturizer might just be worth the investment. After all, Yasmin has Great Skin™ — and now, 'You Have Great Skin™' too."
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