Sleek, somewhat affordable, personalized just for you, effective, easy, prescription medication without the prescription, access to a dermatologist from your own phone…these key points are made in almost every “Curology” add. Curology sends out mass media advertisements on almost every social media platform (I’ve seen it advertised to me personally at least four times a day on Youtube, Instagram and Facebook). This brand is also notorious for engaging influencers and encouraging them to test out and review their products.

(Image by businessinsider.com)

The insight behind these communications is to reach the primary target audience (likely older teens and young adults ages 16-30) who have tried almost every drugstore option without success in clearing their skin. Clearly, these adds resonated with me because I struggle with acne, and ended up buying the products. I have since cancelled my prescription, but I was a huge sucker for the ads.

Here’s a link to their main site: https://curology.com/free-trial/1i0n/?utm_source=youtube&utm_medium=paid_video&utm_campaign=6457079973&utm_creative=439264051876&utm_content=84144397344&gclid=Cj0KCQjw1qL6BRCmARIsADV9JtZfunirjlDD1A6k1nAa36ZGrMq7vL1EbZ_k2WhYWIjH7d6d-v4Rj_0aAgWPEALw_wcB

Here is an example of a youtube influencer (with over a million subscribers) creating a video sponsored by Curology. Influencer and fan engagement is one of their most common methods of advertising. Hyram (video featured below) is, for the most part, a highly respected skincare youtuber, who recommends products for different types of skin issues. Many of his videos are not sponsored, but since he’s gained viewers’ trust by not pushing sponsors’ products, the Curology ad is more effective. “Hyram wouldn’t recommend something to us that he didn’t believe in” viewers may think.

I actually purchased these products due to youtube videos like this one, and because of a friend’s recommendation. Word of mouth is also huge for Curology. The system is not only tried and preached about by celebrities and influencers, but since there is a free product sample available on the website (you only pay $5.00 or so for shipping), “everyday” folk are likely to want to give it a try.

The emphasis on this being a subscription service makes the product even more convenient than it’s already meant to be (either buy the treatment or get the three step easy system). This way, one isn’t having to keep up with buying products that work for them, they’re delivered directly to the door.

The brand’s team mastered the art of consumers’ feelings of exclusivity yet inclusivity when it comes to this brand. Allow me to explain. Not everyone gets to see a dermatologist. This is what makes Curology special. You take photos of your skin condition and upload it for a real life dermatologist to view, and prescribe you topical medications that are meant to be for your specific skin problems. Now, having access to a dermatologist is easier than ever, and is made possible by this subscription service. They knew the new trend’s key word “customizable” which makes consumers feel special, and since it’s not as expensive as if one were to get prescribed active ingredients from a dermatologist, this experience is accessible to many.

I don’t see Curology being for people who are over 30. Most of the time, (not everyone, though) people grow out of acne by then, and move on to want skincare for concerns such as anti-aging and sun damage. It’s not that Curology doesn’t give people options to address these specific skincare problems, but it’s not their target market. These people are less likely to be desperately searching Instagram for what others’ used to cure their acne, and are likely less invested in watching Youtube regularly. Most of the people who advertise for Curology through their videos or social media posts are in their late teens and 20’s.

My personal reason for cancelling this subscription was that I was actually still getting acne (surprise surprise) and realized that it was more of an internal issue, and not something that a cream can fix. I find this to be true for a lot of adults who struggle with acne. Most of the time, it’s our bodies trying to tell us something isn’t right, and we ignore it and put various potions on in hopes of waking up in the morning smooth, clear and glowing. I actually became irritated with the amount of ads I was seeing for this brand. It was overkill, and although this post definitely isn’t a product review, it goes to show how effective their aggressive marketing was to suck me into purchasing these over-hyped products.