Deinde, Debut's consumer skin care brand that targets inflammaging and boosts skin longevity, has become EWG Verified.
"When you see the EWG Verified mark on a product, you can be sure it's free from EWG's chemicals of concern and meets our strictest standards for your health," according to EWG. "As of today, 2471 products have been approved for the EWG Verified mark."
The 'Seize the Deinde' Campaign
Meanwhile, the brand recently launched its first brand campaign, which is focused on Zillennial consumers and will run for the next 6 weeks.
Deinde's (pronounced den-day) "Seize the Deinde" campaign comprises the brand's first YouTube TV spot, Meta and TikTok content, a social sweepstakes, and a two weekend taco truck pop-up in Los Angeles. The truck's schedule is outlined below:
- 6/21 at 10 p.m. Pacific time outside of Bar Stella in Silverlake (3930 Sunset Blvd, Los Angeles, CA 90029)
- 6/22 at 8 a.m. Pacific time at the Silverlake Farmer’s Market (3531 Sunset Blvd, Los Angeles, CA 90026)
- 6/28 at 10 p.m. Pacific time outside of The Brig in Venice (1515 Abbot Kinney Blvd, Venice, CA 90291)
- 6/29 at 8 a.m. Pacific time outside of The Brig in Venice (1515 Abbot Kinney Blvd, Venice, CA 90291)
Deinde's Zillennial Mindset
Zillennials, a key beauty micro-generational demographic, are generally recognized to comprise children of Gen X and younger boomers and fall at the intersection of the millennial and Gen Z generations.
"We develop products and marketing with Zilllennial values in mind," says Dominique Gagnon, vice president of consumer brands for Debut Biotech, Deinde's parent company. "Our focus on providing skin care solutions that manage inflammaging help consumers achieve their overall goal of skin health. In our creative, we promote balanced lifestyle choices, actively choose not to hide skin imperfections with makeup, and as a rule, we never retouch skin, faces, bodies, nails or hair in our brand photography. We want our consumers to see themselves in our marketing, authentically mirrored in Deinde and see Deinde championing their unique selves as healthy and beautiful."
Zillennials' Inflammaging & Skin Health Needs
"Deinde products have a unique advantage with their ability to sustain skin health through our patented biotech ingredient naringenin, which effectively resets the skin to neutral after experiencing stressors, reducing inflammaging markers by 96%–15x more powerful than niacinamide," says Dominique Gagnon.
Gagnon adds, "We see an embrace of science-backed innovation centered around skin health along with the adoption of pared down skincare routines, as consumers expect multifunctional benefits from their skincare products more than ever. Deinde delivers on these emerging needs by reimagining the proactive skin care regimen–one that tackles and manages inflammaging, what scientists identify as a root cause of aging skin, along with addressing core fundamentals like skin barrier management and antioxidants."
She concludes, "Deinde products have a unique advantage with their ability to sustain skin health through our patented biotech ingredient naringenin, which effectively resets the skin to neutral after experiencing stressors, reducing inflammaging markers by 96%–15x more powerful than niacinamide."
As previously reported, Deinde leverages Debut's biotech-derived naringenin, a flavonone typically found in citrus. A study in the journal Foods, for instance, recently noted that "[N]aringenin and apigenin are prospective ingredients that contribute to the amelioration of skin damage by activating anti-inflammatory and antioxidative responses."
The brand's SKUs also feature materials such as biotech squalane, ceramides NP (normal fatty acid/phytosphingosine base), upcycled date seed extract, niacinamide, biomimetic tripeptide, polysaccharides, biotech fermented vegetable-based glycols and allantoin.
Zillennials' Mindful Skin Care Mindset
"Generationally targeted care is important because the needs of our skin change as we age," says Dominique Gagnon. "Someone in their late 20s or early 30s has a different need for their skin compared to someone in their 40s or early 50s."
She adds, "Data shows that this generation, especially those considered 'skin care enthusiasts,' are taking an increasingly preventative approach to their skin care routines than prior generations. More critically to Deinde and our focus on inflammaging, scientific studies have shown that inflammaging only begins to occur in your mid-20s and we want to educate these information-hungry consumers on how this moment in their adult life is the time to incorporate inflammaging solutions into their skin care routines."
Gagnon concludes, "Inflammaging is a self-fulfilling cycle of low-level inflammation that occurs from environmental stressors, but one that can be interrupted before significant collagen and elastin damage. Skin can be made more resilient against inflammaging through preventative skin care, dietary shifts and anti-inflammatory habits. Deinde provides tools for consumers to invest in healthy habits today to support the longevity of their skin."
Why Deinde is Taking a Generation-specific Marketing Strategy
"Generationally targeted care is important because the needs of our skin change as we age," says Gagnon. "Someone in their late 20s or early 30s has a different need for their skin compared to someone in their 40s or early 50s."
She adds, "Skin care isn’t a one size fits all proposition. It is now generally understood by the scientific community that inflammaging is a root cause of aging skin, and it starts in yours mid-20s. This chronic, low-level everyday inflammation accelerates skin aging via the breakdown of collagen and elastin when left unchecked."
Gagnon concludes, "Research has also shown that skin can be made more resilient against inflammaging through preventative skin care, dietary shifts and anti-inflammatory habits. Deinde products are formulated specifically to reduce inflammaging and boost overall skin health. Our product benefits and claims address the five signs of inflammaging–fine lines, dullness, uneven tone, dryness and uneven texture."
