Borghese identified adult acne as the primary skincare concern by analyzing discussions on the "skincare addiction" subreddits. This revelation led to planning a limited-time product drop focused specifically on acne issues. The brand will also enhance marketing for its Fango clay mask, which emerged as the most frequently discussed product on Reddit. Companies like Urban Outfitters and Cerave have effectively utilized Reddit to understand customer sentiments and influence product development. Despite concerns about ads in this community-centric space, Reddit provides a robust commercial environment for marketers.
To determine the most commonly-held skincare concerns, Borghese's staff crawled through posts on the "skincare addiction" subreddits across global markets, including the US, UK, and Italy.
Adult acne emerged as the primary concern among consumers, leading Borghese to plan a limited-time product drop specifically addressing these issues discussed by Redditors.
While often seen as an insights tool, Reddit also operates as a highly commercial environment, providing opportunities for marketers to engage with customer subsets effectively.
Borghese plans to roll out product-specific marketing for its Fango clay mask after identifying it as the most frequently discussed product on Reddit.
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