A new consumer segment dubbed the ‘skin care switcher’ is gaining traction in the beauty industry, as new data reveals US households alternate across two to three brands within a year.

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Research from artificial intelligence-powered (AI) digital advertising firm Becausal estimated 765,176 US households routinely switch among competitive skin care brands such as CeraVe, Aveeno, Cetaphil, La Roche‐Posay and Neutrogena.

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Read the full article on Cosmetics Business: https://cosmeticsbusiness.com/brand-loyalty-in-question-amid-growing-skin-care