Lianna Albrizio, Assistant Editor 02.02.22
Walking through Times Square today, the following messages emblazoned on billboards, along New York City sidewalks and inside subway trains, are sure to catch consumers’ eyes:
“Getting old is getting old.” “Your routine is getting old.” “Stay Immature.”
These adages are the introduction to a new skin and hair care brand, SpoiledChild.
The makers of the anti-aging brand claim they hold the so-called key to the fountain of youth in a sequence of colorful, reusable capsules that speak to the next generation of skincare enthusiasts—not just in educating them about skin-aging and practicing good skin health, but by being cognizant of the planet, too.
“There is an entirely new generation of consumers that are redefining the rules of aging on their own terms,” said Suzanne Fitzpatrick, co-general manager of Spoiled Child. “We wanted to create wellness products for them – products that break from the standard ‘anti-aging’ traditions and put the consumer in control of their future.”
Spoiled Child is the second brand from Oddity, whose CEO is Oran Holtzman. The brand launches on the heels of the success of Il Makiage, a beauty brand founded three years ago which has grown to a more than $250 million online venture through proprietary technology from the ground-up. Spoiled Child is utilizing this same technology to expand into the wellness industry with personalized hair and skin products, said officials.
The makers of SpoiledChild created an online-only platform with an array of what they say are best-in-class products that address a wide range of skin and hair care needs. The online-only platform uses artificial intelligence (AI) and machine learning to help guide consumers to the products that are best suited for their skin care needs.
“Consumers didn’t know what products they needed, and when they would come to an online catalogue of products, they’re not sure what to choose,” explained Laura Sluyter, SpoiledChild co-general manager. “We’ve used technology to address this problem. Our data science and tech teams use algorithms and machine learning that help to match consumers to products that work for them and make these difficult decisions a lot easier for consumers.”
The result? A range reusable rainbow capsules that twist off and are inserted into bottles that can be capped off to dispense the product. The kit of colored bottles lends a art-class feel to one’s skin care regimen.
Through its AI-powered “SpoiledBrain,” consumers are matched to their appropriate skin and hair care products according to their goals.
According to Sluyter, SpoiledBrain “gives consumers a much easier shopping experience and also gives them a better outcome as far as products go.”
Consumers are asked questions from the current condition of their hair to what bothers them most about their skin.
“SpoiledBrain takes each person’s responses and then it builds a multi-dimension view of that person across their profile, challenges, goals, environment and nutrition,” explained Sluyter. “It combines that unique profile with collective data and uses that to give every consumer a precise, individualized recommendation for what products to use.”
The range offers products to help consumers maintain their healthy skin or restore it. And according to Fitzpatrick, the company’s AI capabilities will deliver a truly personalized approach.
“For me, on a personal level, I’m someone who struggles with fine lines and wrinkles already, still have acne a bit, and can have sensitive, super-dry skin,” said Fitzpatrick. “I’ve tried products that will help with one concern but make the other two concerns worse. A shopping journey hasn’t previously taken into account my full file of all the different needs and goals that I’m looking for. So that, for us, is our unlock of what we can solve with AI.”
The Product Line
All of the skin and hair care products including its range of hair masks and serums and skin moisturizers and serums, are clinically proven and went through an extensive, data-driven product development process. They were tested against current market-leading products in blind trials, Fitzpatrick said. Products were tested on people from 20 to 50 years old.
“No matter where you are in that aging journey, we’ll have a product that can be matched to those concerns,” said Fitzpatrick.
The lightweight skin care products, some of which contain light fragrances and others fragrance-free, come in a variety of moisturizers ranging from the Anti-Aging Triple-Peptide Moisturizer that contains peptides, hyaluronic acid, fatty acids and meadowfoam to the Anti-Aging Restoring Moisturizer, which is formulated with hyaluronic acid, aloe, squalane and peptides.
For damaged skin, the Anti-Aging Glycolic Renewing Serum contains a combination of AHA, BHA, hyaluronic acid and vitamin B5, which helps the skin attract and retain moisture while providing protection and enhancing the natural repair process. Because the skin’s repair process is most active in the evening, the Anti-Aging Retin Night Rewind Serum can be applied at night before a moisturizer. It contains retinol, bakuchiol, squalene and hyaluronic acid.
For Millennial-aged women and older who are in need of a collagen boost, there’s an Anti-Aging Collagen Burst Serum.
Because good skin is just as much an internal job as it is an external one, SpoiledChild plans to launch a line of supplements. Slated to debut in April, thee supplements will range from Biotin and Multi-Vitamin Hair Gummies for fuller, healthier and stronger hair to Extra Strength Collagen Liquid and Extra Strength Collagen Peptides for healthy skin, hair, nails and joints.
For healthy hair, the Biotin Boost hair and scalp serum contains biotin, niacinamide and rosemary oil. Applied daily, serum can be sprayed generously into the scalp, either damp or dry, and then gently massaged to achieve healthy, more voluminous hair, according to the company. For added moisture, the five-minute hair mask can be applied twice weekly for an extra conditioning treatment after shampooing.
“Instead of that fear-based pro-aging positivity-preaching messages that anti-aging brands of the past have, at SpoiledChild, we’re challenging outdated perceptions of aging and how that relates to your wellness goals and concerns,” said Fitzpatrick.