Your skin called, it’s blueberry season
Skincare newbie Current State is recentering the consumer experience around intuitive rituals that aren’t restrictive or narrow-minded. Their Zinc Oxide + Blueberry Daily Sunscreen Broad Spectrum SPF 30 blends UVA/UVB protection with soothing botanical extracts for maximum versatility.
It’s “Sunscreen, Supercharged” with powerful antioxidants to keep your skin protected and glowing.
According to Current State, your skincare should be intuitive, just like cheffing up a well-balanced meal in the kitchen.
At least for the cooking-inclined, it is… Toast people, you know who you are.
The skincare industry is heavily saturated, and marketing is constantly trying to group consumers into explicit skin types with standardized ingredient solutions…
But what if that’s too linear?
What if skincare is more fluid?
Your skin is always adapting to a plethora of environmental factors and Current State believes your skincare should be just as versatile and flexible. The concept of confining consumers to one regimen and one skin type is outdated.
They’ve isolated the skin diet down to 6 CURRENT CORE™ food groups:
Exfoliation
Vitamins
Non-Fragrant Plant Oils
Antioxidants + Plant Extracts
Cell Communicating Ingredients
Skin-Identical Hydrators & Strengtheners
You can rest assured that by taking a fluid approach to your skincare, you touch on each food group with their mix-and-match product line. And if you miss a group, no stress—get your fill tomorrow!
Their formulas are sciency yet user-friendly, featuring ingredients like blueberry fruit extract, blueberry seed oil, and aloe vera. The benefits are abundant and speak to a wide range of skin concerns and types.
Take a brief scroll through Current State’s Instagram grid, and you'll quickly see that this brand exudes casual, candid, and playful vibes through teasing manufacturing reels, UGC, and educational posts.
Founder Emily Parr recently introduced their new sunscreen from her kitchen, where she highlights its key ingredients and why it’s not like other suncare.
She frames the product around the age-old tale of refusing sunscreen from your mom in your youth and coming to realize its importance later in life. The Zinc Oxide + Blueberry SPF “feels so much more like skincare than it does suncare.” It’s something you’ll actually want to reach for day after day.
Product Specs
Size: 1.7 fl oz/50 ml
Price: $19
Active Ingredient: Zinc Oxide (13%)
This 100% non-nano mineral sunscreen is vegan, silicone, and fragrance-free, with zero white cast. It is suitable for all skin types and tones and even doubles as a moisturizer for oily/combo skin.
Current State leverages consumer aspirations by showing them where they’re at: “MY SKIN'S CURRENT STATUS: Stressed-out, dull, and vulnerable to sun’s rays”,
and where they’re going: “MY SKIN'S FUTURE STATUS: Protected, hydrated, and calm”.
Recognizing the importance of connecting with consumers on a more personal level, Current State has embraced a strategy long advocated for by marketers: investing in smaller creators with more intimate audiences.
Their gifting program targets nano influencers (with less than 10k followers) who create authentic, casual content that showcases the sunscreen's ease and function.
What’s more, their followers can easily shop for products at popular retailers like Walmart, Target, and Whole Foods and online at Current State and beauty retailer Cult Beauty.
Despite its youth as a brand and budding presence on social media, launching in Walmart within its first year set the tone for reaching a wide consumer audience.
Current State empowers consumers to not box themselves into one skin type/condition, to become their own experts, and to live intuitively. They’re demystifying and simplifying a rather intimidating industry for skincare newbies and even seasoned enthusiasts.
So, are you intrigued enough to “tune in to your skin's CURRENT STATE™”?
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