Break Up with Your Makeup targets the nearly 25% of people with the disorder who opt to use cosmetics instead of skin treatments to manage their visible symptoms. The initiative comes complete, with crowd-sourced photos, a social media engagement strategy, and a prize package for participating contestants.
And, it focuses more on the emotional ramifications of rosacea than it does on the disorder itself. The promotion purports to “empower those with rosacea to feel more confident in their own skin.”
The Break Up with Your Makeup campaign relies on national survey data that compiles the feedback of 535 people diagnosed with rosacea and that of 300 dermatologists.
The digital survey confirmed both emotional and esteem issues common among people with rosacea. 42% of respondents “feel embarrassed” because of the condition and 30% feel “less confident.”
Beyond that, the survey found that 20% “believe that having rosacea makes it seem like they don’t spend enough time on their appearance,” according to a press release announcing the findings and the educational campaign.
The National Rosacea Society puts the number of people in the US living with rosacea at an estimated 16m. The group strives to raise awareness, provide health information, and to support medical research.
“We are proud to participate in Galderma’s Break Up with Your Makeup initiative, which educates as well as provides patients with a platform to boost confidence,” says Mary Erhard, director of medical communications for the NRS.
“As the world’s largest organization for those with rosacea, we often hear from patients who are struggling with resulting emotional challenges, and find that these issues may be alleviated by providing them with a better understanding of what rosacea really is, why it can flare up unexpectedly and what they can do about it,” Erhard explains.
For color cosmetics and retail skin care brands this all points to a consumer niche worth serving.
Multi-function beauty is thriving. And while formal treatment of skin disorders may be best left in the hands of the medical community, color cosmetics and facial skin care brands would do well to formulate collections with this specialized skin care consumer group in mind.
Not only are people with rosacea eager to reach for makeup, many turn to conventional skincare first to manage their appearance.
The survey shows that 49% mistake “rosacea for acne.” And the campaign is moving ahead with emphatic messaging that a “lack of treatment as well as certain makeups can actually worsen rosacea symptoms,” as noted in the press release.