Gen Z and Millennials pushed for “acne positivity” online, but some brands are reverting back to the old-school “clear skin” approach to their brand messaging. 

Gen Z and Millennials pushed for “acne positivity” online, but some brands are reverting back to the old-school “clear skin” approach to their brand messaging. We told you how brands like Topical are pushing the skincare industry toward showcasing real skin, and Gen Z has been welcoming this shift as they embrace authentic representation. But recently, brands across multiple product categories are tapping into messaging for an audience that is essentially “acne-negative” and looking for “quick answers.” Brands like Luminance Red and Solawave are using phrases like “say goodbye to” or “eliminate” acne and are admitting to young consumers that “It is human nature to want to have skin that’s as vibrant as possible.” Plus, supplements like Flo have been on the rise with acne clearing ads that feature Gen Z testimonials across social media. While these brands are acknowledging that they don’t want to make young consumers feel bad about any skin issues, they say that “most consumers still want to improve the appearance of their skin.” (Glossy)