Byoma unveils Skin Barrier Awareness initiative
Byoma is doubling down on championing skin barrier health with a new initiative set to take place throughout May.
The brand is launching its inaugural Skin Barrier Awareness Month, which is focused on democratizing the skincare industry by empowering consumers of all ages with skin barrier health education.
“My fear is that barrier care becomes a buzzword and a trend, rather than evolving the category and sparking a skincare revolution as we'd originally hoped. Our month-long campaign will cement Byoma as true champions of skin barrier health—by our community and for our communities. All our activities will tie back to our core values of education, democratization, and trust and transparency,” said Byoma found Marc Elrick.
[Read more: Bubble Skincare partners with Disney, Pixar’s ‘Inside Out 2’]
To kickstart Skin Barrier Awareness Month, the brand is rolling out an array of initiatives, including:
Opening of the Byoma Clinical Testing Lab at Glasgow HQ
"As we work to revolutionize the industry with cutting-edge skin barrier products, the launch of the in-house lab allows us to test and update new formulations in real-time. Our new complexion analysis machine with multi-spectral imaging reveals damage and signs of ageing on and beneath the surface of skin (i.e. erythema, melanin, sebum, skin elasticity, radiance, etc.) not visible to the human eye. This allows us to develop more advanced formulas that take skin barrier function to the next level," says Elrick.
Smart Skin Scan AI Tool for personalized skin analysis.
It will offer tailored skin analysis based on age, location, skin type, tone and texture.
Immersive Pop-Up Experience
Taking place in New York City’s Soho neighborhoods from May 31 to June 1, attendees will be able to scan their skin with the new Byoma AI tool for a customized prescription of products, as well as have one-on-one consultations with dermatologists.
The launch of the MiSKINformed campaign
Through this initiative, which spotlights the issue of misinformation in the beauty space, the brand looks to empower consumers with the knowledge to make informed decisions about their skin so that misinformation stops breaking skin barriers.
[Read more: La Roche-Posay, Keke Palmer join forces on MelaB3 Serum campaign]
In addition, the brand will be boosting educational content across social platforms, partnering with derms, cosmetic chemists and skincare enthusiasts to break down misconceptions in an effort to build and boost skin barriers.
“Gone are the days of complicated skincare. We're boosting barriers for better skin with simplified routines, decoded incis, and transparency consumers can trust. Our goal is to scan one million faces as we continue to champion skin barrier health,” said Elrick.
