Social media is a microcosm of botched realities and embellished fantasies. Gradually, it has come to be a prominent medical information source for several conditions, including dermatological. Pharmaceutical companies, patients, and physicians use social media platforms to share knowledge and advertisements regarding dermatological conditions. As a result, social media influences acne treatment. Accordingly, as per our evaluation, commercializing social media platforms will influence the global anti-acne dermal patch market growth. The market is set to register a CAGR of 7.32% during 2023-2032 and garner a revenue of $971.37 million by 2032.
45% of participants of a study conducted in West Virginia used social media as a center for acne treatment recommendations. The study found that Instagram and YouTube are the most popular platforms, with 81% of social media users trying an over-the-counter product.
Accordingly, here’s how brands can embrace the social media boom.
Social Media and Body Image Issues
Today, social media is among the most important factors contributing to an individual’s emotional, mental, spiritual, and mental health. It has a major impact on body image’s behavioral, cognitive, affective, and perceptual aspects. Body image dissatisfaction and misperception are associated with psychological well-being. As a result, the constant portrayal of body image and ideal beauty comparisons affects men’s and women’s decisions globally.
In accordance, dermatology or ‘skin care’ as it is referred to on social media platforms, has gained increased attention and recognition. This popularity is accentuated by the idea and display of flawless skin and establishing spotless and clear skin as the norm. Whereas individuals suffering from troubled or flawed skin face stigmatization. As per a study on the relationship between skin disease and contemporary societal pressures, pursuing youthful beauty is a universal feature. This aspect offers growth opportunities for anti-acne dermal patches, particularly in the 18-44 age group segment.
Our analysis of the global anti-acne dermal patch market by age group includes 10 to 17, 18 to 44, 45 to 64, and Above 65.
Impact of Social Media on Acne
Acne vulgaris (AV) affects the external appearance and considerably deteriorates the quality of life. Recently, a study assessed social media usage for acne vulgaris (AV) information among patients from different regions of Turkey. The study encompassed 1,609 patients – 429 males and 1,180 females. Among these, 8.1% never used the internet and social media, 16.4% used it sometimes, and 75.5% used it regularly. The use of social media for acne vulgaris (AV) information purposes was significantly higher among women. Also, social media usage was statistically higher among those who used cosmetic products and topical treatments for acne vulgaris (AV).
In addition, 4.3% were active members of patient groups on social media, while 75.8% have never been members of such groups. Whereas 1.9% were past members. Instagram was the most preferred for patient group membership, followed by Facebook, WhatsApp, Twitter, and other social media tools. 18.5% attempted to reach dermatologists on social media for concerns regarding their disease. However, of this, 65.24% were unsuccessful in their attempts. Overall 39.3% of the participants used social media to contact doctors.
Furthermore, acne is also the most frequently viewed hashtag on social media. Most studies analyze the social media influence on acne treatment in the form of cross-sectional surveys. As per these studies, the most preferred social media sites are Google, Twitter, YouTube, and Instagram.
Social media provides affordable alternatives to treatment choices. This is where anti-acne dermal patch companies can leverage the influence of social media through effective social media management & marketing strategies. They can, therefore, increase their product visibility and placements.
For instance, here’s how Starface did it –
In 2021, Starface had traffic of 81% coming from mobile devices. Social media propelled the highest volume of traffic apart from organic & direct search. In addition, as of August 2021, the brand has a huge number of social media followers on TikTok, followed by Instagram. Its target demographic is the 17-24 age group, and it is making conscious efforts to register a presence on apps that the Gen Z age group use.
Here are a few strategies Starface implemented on social media to capture the Gen Z audience:
- Advocating the Acne Positivity Movement
- Standing up for Social Justice Issues
- Using the Gen Z Lingo
- Product Personification
- Influencer Collaborations (TikTok)
- Participating in Trends
- Social Media Giveaways
Brand neutrality is no longer a ‘stand’ as Gen Z expects more from brands. In this regard, Starface has actively championed the LGBTQ+ community and other minority groups. For instance, in August 2021, the brand raised money for ‘Black Women in Motion.’
Besides, the brand has leveraged product personification. Starface’s core product is an acne patch with a smiley face in a yellow case. It has personified the yellow case and named it ‘Big Yellow.’ The brand’s social media posts are written in the first person, voiced by Big Yellow.
As a result, the impact of social media on anti-acne treatment is substantial. In accordance, anti-acne dermal patch brands can be more creative with consumer touchpoints and their own narratives throughout the purchase journey. This can include creating content to save consumers time searching for a specific patch product in stores. Or simply creating positive and inspirational social media campaigns. Thus, commercializing and leveraging social media platforms can be effectively lucrative to the global anti-acne dermal patch market growth.
By Akhil Nair
Which country exhibits maximum growth potential in the global anti-acne dermal patch market?
South Korea exhibits maximum growth potential in the global anti-acne dermal patch market.
Which are some of the leading firms in the global anti-acne dermal patch market?
Sephora, COSRX, Hero Cosmetics, etc., are among the leading firms in the global anti-acne dermal patch market.