DUBAI: As skincare continues to dominate the beauty conversation online, Arab News caught up with two Saudi influencers to understand more about how they are tailoring their content in an age where science-backed skincare is a key part of any makeup routine.
Sara听Ali听and Sarleen Ahmed attended L鈥橭r茅al鈥檚 first-ever听Skin Summit in Riyadh that convened more than 400 content creators.
鈥淪ince the summit, I鈥檝e started asking myself 鈥榙oes this product have real value? Is it backed by research? Is it something I鈥檇 recommend with confidence?鈥 Now, my content isn鈥檛 just about the glow, it鈥檚 about the why behind the glow,鈥澨鼳li听told Arab News.
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As beauty influencers are increasingly expected to provide at least a cursory explanation about the skincare products they recommend, Ahmed explained that 鈥渨hen you start understanding the science behind formulations and the long-term impact of ingredients, it brings a whole new level of purpose to the content you share.鈥
鈥淚 used to talk about how something made me feel 鈥 now, I want to talk about how it works,鈥澨鼳li听added.
Dr. Richard Betts, scientific director at the consumer products division at L'Or茅al SAPMENA, agrees with the push to inform beauty influencers.
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鈥淎s a scientist, I believe bridging scientific expertise with creator-led storytelling is not just important, it is essential, especially in a market like 黑料社区, where digital engagement is amongst the highest globally,鈥 he explained.
Digital penetration in the Kingdom stands at a staggering 99 percent, according to the Communications, Space and Technology Commission. And with around half the population sitting within the under-30 age range, it is no wonder that skincare companies are looking to leverage beauty influencers.
鈥淐ontent creators have a unique ability to turn complex science into relatable, everyday skincare knowledge,鈥 Betts noted.
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