The Inkey List is giving its straightforward skin care a clinical edge.
“It’s been the most incredible data mine. Over the last few years, we’ve learned so much about our customer — what it is they want, what they’re looking for and what they can’t get. Twenty percent of our customers, each month, we couldn’t offer them a solution. These are people with a more serious skin concern that we can’t help them address. We’re an accessible brand and we want everybody to be able to have accessible support, but also accessible products.
“Everything in our company is about the ‘why’ — there has to be a really good reason for everything. On the front end, it’s what gaps we want to fill, and what sales we need to hit,” Laxton said. “I’m still a luxuryconsumer, I still want to enjoy my skin care experience. You shouldn’t have to have beautiful skin to enjoy skin care. Removing that stigma and being proud to go into Sephora to get a product for my rosacea — that’s quite empowering.
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