Lash, Brow, and Lip Products: The Medical Community's Hesitation

Recently, there's been a surge of lash, brow, and lip products from physician-dispensed brands. While many of the beauty brands seem eager to expand into these categories, the medical community appears slower to embrace them.

I had firsthand experience with a brand that launched a highly effective lash and brow product. The clinical results were impressive, and there were claims of superior performance that I believed would resonate well with doctors. Yet, to my surprise, the medical community’s response was split, with roughly 50% showing interest. This left me puzzled.

Curious, I went back to several doctors and asked why they weren’t more excited about incorporating lash and brow products into their practices. The reasons I heard were eye-opening:

• Patients' Routine: Some physicians expressed concern about adding another product to their patients' already extensive skincare regimens.
  

• Price Point: Cost was a significant barrier. After patients had paid for services and skincare, an additional $120 for lash or brow products seemed too expensive.
  

• Alternatives: A few doctors mentioned that there were already great alternatives available at places like Sephora and mass-market retailers.
  

• Lack of Focus: Some felt that lash and brow products simply weren’t a focus in their practice.

However, here's an interesting observation: in offices where staff used lash and brow products, conversion rates were notably higher. When patients saw the products in use, they often asked about them. I shared this with the decision-makers in the office, emphasizing that consumers want these products. If they’re not getting them from your practice, they will turn to other sources. I urged them to consider offering these products, especially if they could back up their claims with clinical data. Ultimately though, the insight here is that the biggest purchase driver for this type of product is personal circle referral.

Lip Products: A More Difficult Conversation

The discussion around lip products was much more challenging. While doctors acknowledged that the products were good, again they felt they were overpriced and not particularly extraordinary. I then compared these products to popular lip balms from brands like Ole Henriksen, Summer Fridays, and Fenty, which patients love. I pointed out that they were missing an opportunity to offer something that patients are excited about.  In the end, conversion here often ends up being a pure merchandizing choice.

Brand Recommendations

For brands looking to enter or expand in this space, my advice is to highlight the real value and buying behaviors for these categories. Physician-dispensed brands usually have the science and proprietary formulas that set them apart, making their products a strong contender for patients seeking more effective solutions.