New research commissioned by Skin Rocks involving 2,000 women suggests that skincare confusion remains widespread. The study found that 85% believe skincare has become too full of jargon for the average consumer to understand, while almost four in 10 admit to purchasing trending ingredients without fully understanding their purpose.

The findings reflect a wider industry conversation around consumer education and the importance of responsible product communication as skincare routines become increasingly complex.

‘I launched Skin Rocks after working with hundreds of brands and seeing the same issue over and over again. Not with the products themselves, but with the way skincare was being marketed,’ says Skin Rocks founder, Caroline Hirons. ‘People were overwhelmed, confused and misled by buzzwords and trends rather than being given real education on what their skin actually needs. I wanted to create a brand that was results-led, honest and genuinely helpful.’

This new campaign marks the first nationwide out-of-home advertising initiative for the business, alongside flyposting, a social media takeover and a refreshed visual identity.

More significantly, it demonstrates the growing movement within the beauty industry towards clearer communication to evidence-based messaging. With many active ingredients such as retinoids, ceramides and hyaluronic acid have become household names through social media and creator content, many consumers are struggling to understand how and when to use them effectively. It’s increasingly the role of the beauty industry and brands to educate with informative campaigns centred on transparency, to help consumers make informed purchasing decisions.