Cosmetic treatment info site RealSelf adds beauty product ecommerce

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (Ridofranz)
© Getty Images \ (Ridofranz)

Related tags consumer education ecommerce

This month the online medical aesthetics community launched a skin care shopping platform, featuring brands like HydroPeptide, Obagi, SENTÉ, and BeautyStat.

“With the launch of RealSelf Shop, skin care brands have a compelling new distribution channel, reaching millions of beauty consumers and our doctor community can gain access to even more consumers who are coming to shop. RealSelf Shop connects all of our customers,”​ explains James Coyle, CEO of RealSelf, in a recent press release about the new ecommerce shop.

“Consumers,”​ he says, “now have a trusted resource where they can easily research medical aesthetics treatments, connect with expert providers and the community of RealSelf members—and shop a highly curated selection of skin care.”

Coyle also notes that the new skin care shop can incentivize consumers to spend on medical aesthetic treatments and cosmetic surgery: “Now every investment in modern beauty can be Worth It, including skin care, while treatments can be more affordable through a complimentary membership to RealSelf INSIDER.”

Skin care consumers want more information

RealSelf conducted a study to learn about the spending and expectations of beauty consumers who visit the site.

And according to skin care data shared in the company’s recent press release 45% of site visitors spend at least $500 on skin care each year. 80% want “informative details” ​on the product they consider. But, “only 30% [of survey respondents] said that information was readily available on the sites where desired products were sold”

The new RealSelf Shop will be curated and include consumer reviews.​ It will also, notably, feature tips on product use from site editors as well as information meant to address consumer demand for more information: “Each product page includes scientific information on how the product delivers results, including clinical trial and independent study results when available translated into consumer-friendly language. This section breaks down what the key ingredients intend to do, with factual and unbiased descriptions,” ​explains the press release.

Beauty brands and retailers collaborate on consumer education

Consumer education is important the brands partnering with RealSkin on the ecomm platform launch. Amy Campbell, Obagi Associate Vice President of Global Marketing, tells the press, “Obagi is excited to partner with RealSelf as one of the cornerstone brands offered in the new RealSelf Shop….Our educational approach along with the community dialogue foundation at RealSelf works synergistically together to deliver a common goal of making every investment in modern beauty Worth it.”

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