10 months ago
21
Problem-solution skin-care brand Urban Skin Rx wants to build its Gen-Z and Gen-Alpha customer base, relying on a renewed social strategy to help.
Keran Look Loy, vp of marketing at Urban Skin Rx, described 2023 as a “year of transition” for the 13-year-old brand, as it grew sales in its DTC e-commerce, Amazon and retail channels including Ulta Beauty and Target. The Amazon business grew by over 20% between 2022 and 2023, though Loy declined to share DTC and retail figures. Urban Skin Rx hit $30 million in sales in 2021, per previous Glossy reporting.
Notably, Urban Skin Rx also saw its founder and CEO, Rachel Roff, step down in Sept. 2023, which was followed by the appointment of Victoria Payne. With Roff stepping down, it was also an opportunity for Urban Skin Rx to refocus on the efficacy of its clinically-backed products instead of the founder story or an overall brand story. It also offered the brand the chance to recenter on capturing a younger Gen-Z and even Gen-Alpha customer base while also strengthening its core base of millennial customers who are aging into the brand. Gen Z and Gen Alpha represent 5-10% of Urban Skin Rx customers, while millennials are 30-40%, depending on the sales channel. Loy said the goal is for Gen Z and Gen Alpha to drive 15-20% of sales over the next 3-5 years.
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