Priori, which comes from the Latin phrase “a priori” meaning from cause to effect, was launched by US scientist Joe Lewis in 2004. The brand combined Lewis’ skin care expertise - he is credited with developing and launching the world’s first glycolic acid (AHA) product in 1983 - with an approach towards simplifying skin care and promoting just three basic needs: Protection and correction, exfoliation & cell turnover, and encouraging stimulation.
How do you help consumers navigate a crowded skin care market?I created an anti-ageing pyramid to simplify skincare. The basis is that if you don’t have DNA Repair Complex, SPF and antioxidants in your skin care, then you can forget about anything else working! These are consumer must-haves. Retinoid and AHAs for moisturisation and exfoliation are needs and have been at the core of dermatology for over 30 years. Then growth factors and peptides are at the top of the pyramid. They stimulate cell generation; these are ‘consumer nice-to-haves’. The categories are based on consumer demand and the best in class technologies to achieve results.
How did you come up with the pyramid?I was inspired by Dr Julie Kenner’s “Topical Nutritional Pyramid”, which outlined eight basic groups of cosmeceutical categories of topical skin-rejuvenating products. There is an ever increasing plethora of new technologies and marketing claims and I felt skin care had to be further simplified for the consumer based on evidence based, clinical results.
What do consumers today want from anti-ageing skin care?Instant gratification generation and consumers want fast results. Results mean value for their money.
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