Getting to Z: Caudalie aims to ‘recruit next generation of fans’ with latest acne care launch

Caudalie’s Vinopure Salicylic Spot Solution will mark its official launch in SEA in August. At SGD25 (USD18.80), the product is one of the more affordable ones in its line-up.

The French pharmacy favourite deliberately kept the price reasonable in an attempt to position it as a gateway product for younger consumers, namely the Gen Zs.

“It’s important for us to recruit the next generation of fans, it’s not just for the sake of targeting younger people. We want to stay relevant as a brand for the next generation,”​ said Jean-Christophe Samyn, general manager, South East Asia, Australia, and New Zealand, Caudalie.

“Our hero products are our serums, but there are some people who are too young to want to use a serum. We wanted to launch a product that would be very easy for anyone to pick up. It could be an adult or a teenager.”​

In line with this launch, the brand is embarking on its first advertising campaign in Singapore. The three-week-long campaign will take place in September in two high-traffic areas in the city-state.

“This is a big step for a small brand like us,”​ Samyn told us.

In addition, the company will be pushing out a TikTok campaign to reach younger consumers not just in Singapore, but across the SEA region including Malaysia and Indonesia.

Samyn told us that TikTok would play a “huge part”​ of its campaign in the region to capture the Gen Z demographic.

Caudalie has previously experienced the power of TikTok in 2021, when its Instant Detox Mask, an old stalwart of its range went viral on the social media platform.

In 2021, sales of the mask surged by 600% across Asia and Australia, where the brand is exclusively distributed through Sephora.

Since then, the mask has remained a top seller thanks to its exposure to a new, younger audience.

A Vinopure solution

Vinopure Salicylic Spot Solution combines salicylic acid derived from Wintergreen leaves, tea tree essential oil, and Niacinamides. According to a clinical study, the trio can successfully reduce localised breakouts in just four hours.

Samyn added that some users have observed an improvement in just an hour, including a visible reduction in inflammation.

Samyn said the product worked “like a patch”​ to reduce spots but was more eco-friendly.

“Today, there are all these patches that are very affordable but there aren’t that great for the planet. Whereas this product comes in an aluminium tube that can be recycled indefinitely.”​