one 2023 randomized trial<\/a> of 137 women ages 40-65, ten sessions of red or amber photobiomodulation over four weeks produced about a 30% reduction in measured wrinkle volume around the eyes. The treatments did not significantly improve every measure studied, including hydration and elasticity \u2014 a useful reminder that “supported by evidence” and “magic face time machine” are very different claims.<\/p>\n\n\n\nSo, there is legitimate science here. But there are also plenty of reasons for a $470 shopper to have questions.<\/p>\n\n\n\n
Which brings us back to the marketing.<\/p>\n\n\n\n
Insight #1: This audience uses social media. They just don’t over-index on it.<\/h2>\n\n\n\n Here’s something I would have guessed incorrectly. If you asked me where women interested in anti-aging skincare devices spend their time, I’d reflexively say Instagram. TikTok. Pinterest. YouTube.<\/p>\n\n\n\n
And yes! They use all of those places.<\/p>\n\n\n\n
According to our report, 87.9% of this audience uses YouTube monthly. About 76% use Facebook, 75% Instagram, 75% Reddit, and 56% TikTok.<\/p>\n\n\n\nBut compared with the average U.S. web user, this audience under-indexes on every one of those platforms. YouTube is about 8% below average. Facebook 12%. Instagram 5%. Reddit 7%. TikTok 13%. LinkedIn, X, and Pinterest are even further below their respective U.S. averages.<\/p>\n\n\n\n
That does not mean CurrentBody should pump the brakes on social media. After all, 75% audience reach on Instagram is… 75% audience reach!<\/p>\n\n\n\n
This is where marketers can get tripped up by affinity data. Reach tells you whether a channel matters. Indexing tells you whether this audience is unusually concentrated there.<\/p>\n\n\n\n
Instagram could absolutely belong in the media plan. But the data doesn’t support the lazy version of the strategy: Beauty product \u2192 beauty influencer \u2192 Instagram \u2192 done.<\/p>\n\n\n\n
Next up: this audience’s information diet gets much more interesting when we look beyond social.<\/p>\n\n\n\n
Insight #2: Apparently the LED-mask girlies are on Claude?!<\/h2>\n\n\n\n About 37% of this audience uses ChatGPT monthly, only slightly above the U.S. average. But Claude? 16.9% of this audience uses Claude, versus about 5.3% of the U.S. web population.<\/strong> That’s a 221% over-index.<\/p>\n\n\n\nGemini also slightly over-indexes, while most of the broader AI category does not. In fact, AI and machine-learning websites as a category account for a smaller share of this audience’s browsing than they do for the average web user.<\/p>\n\n\n\n
Their AI usage is selective \u2014 and Claude is unusually prevalent among them.<\/p>\n\n\n\n
The practical implication is bigger than “optimize for Claude.”<\/p>\n\n\n\n
It means AI answers plausibly belong somewhere in this buyer’s research journey. And when we look at what this audience is actually prompting and searching for, that journey becomes a lot clearer.<\/p>\n\n\n\n
Insight #3: These people are doing their homework.<\/h2>\n\n\n\n The highest-affinity search terms include:<\/p>\n\n\n\n
\n“led face mask”<\/li>\n\n\n\n “best led face mask”<\/li>\n\n\n\n “best led mask for wrinkles”<\/li>\n\n\n\n “red light mask benefits”<\/li>\n\n\n\n “led face mask reviews”<\/li>\n\n\n\n “led face mask before and after”<\/li>\n\n\n\n “led face mask results”<\/li>\n\n\n\n “how often use led mask”<\/li>\n\n\n\n “led mask skincare routine”<\/li>\n<\/ul>\n\n\n\nAnd the AI prompt topics tell almost exactly the same story: LED mask reviews, results, safety, comparisons, cost, dermatologist recommendations, wavelength differences, CurrentBody, Omnilux, and more.<\/p>\n\n\n\n
That is a consideration-stage audience if I ever saw one. They’re asking thoughtful, high-intent questions like:<\/p>\n\n\n\n
\nDoes this stuff work?<\/li>\n\n\n\n Which one works best?<\/li>\n\n\n\n Is it safe?<\/li>\n\n\n\n How long until I see results?<\/li>\n\n\n\n What’s the difference between red and near-infrared light?<\/li>\n\n\n\n What do dermatologists recommend?<\/li>\n\n\n\n CurrentBody or Omnilux?<\/li>\n\n\n\n Is this thing worth several hundred dollars?<\/li>\n<\/ul>\n\n\n\nThose are very different marketing problems from “How do we make someone aware that CurrentBody exists?”<\/p>\n\n\n\n
And they’re exactly the kinds of questions I’d want CurrentBody answering months before the Black Friday promo drops. Because by November, this shopper needs enough evidence to decide which mask deserves her money.<\/p>\n\n\n\n
Insight #4: Beauty credibility here comes from a fascinating mix of editorial, clinical, and community sources.<\/h2>\n\n\n\n Look at the websites this audience prefers:<\/p>\n\n\n\n
Allure. NewBeauty. Dermstore. Paula’s Choice. Soko Glam. Ulta. Then come RealSelf, Obagi, ZO Skin Health, Omnilux, the American Academy of Dermatology, Skin Cancer Foundation, Health.com, mindbodygreen, Well+Good, and more.<\/p>\n\n\n\n
That’s a fascinating information ecosystem. It isn’t purely aspirational beauty media, or purely clinical. It’s a mix of beauty, evidence, reviews, and expertise. You can see the same pattern on YouTube. CurrentBody itself has the highest affinity, followed by FiftyPlusBeauty, skincare-review channels, and the American Academy of Dermatology.<\/p>\n\n\n\n
Podcasts lean heavily toward skin science, aesthetics, anti-aging, dermatology, and healthy aging: Biohacking Beauty, Spa Skin and Beauty, Aged to Perfection, and Bathroom Diaries with Dr. Sofia Din are among the highest-affinity shows.<\/p>\n\n\n\n
And then there’s Reddit. The audience as a whole actually under-indexes somewhat on Reddit compared with the U.S. average.<\/p>\n\n\n\n
But look at the communities:<\/p>\n\n\n\n
r\/SkincareAddiction: 99\/100 affinity
If I’m on the CurrentBody marketing or heck, product team, I’d use those communities as research infrastructure. What questions keep appearing? What objections? What comparisons? What kinds of evidence make people skeptical? Which products get recommended organically? What makes somebody say, “Fine. Take my money.”<\/p>\n\n\n\n
Insight #5: CurrentBody already has brand affinity. But the audience’s attention lives all over the place.<\/h2>\n\n\n\n CurrentBody ranks #1 for brand affinity, at 98\/100. Omnilux comes next at 97, followed by Dr. Dennis Gross at 94. Allure, Obagi, ZO Skin Health, Dermstore, RealSelf, NewBeauty, and Paula’s Choice are also among the brands with the strongest affinity. CurrentBody clearly has meaningful relevance with this audience.<\/p>\n\n\n\n
But look at where the audience spends its web attention.<\/p>\n\n\n\nCurrentBody.com sits below Allure, NewBeauty, Dermstore, Paula’s Choice, Soko Glam, Ulta, SkinStore, Beautylish, Lookfantastic, The Ordinary, RealSelf, mindbodygreen, Omnilux, Well+Good, and several others in the website-affinity rankings.<\/p>\n\n\n\n
It illustrates a very real truth that almost certainly applies to ecommerce, generally. The audience doesn’t conduct its entire buying journey on your website. People form opinions elsewhere. They learn from Allure. They browse Dermstore. They read NewBeauty. They ask Reddit. They watch YouTube. They search Google. They apparently ask Claude! They compare you with Omnilux. And then, perhaps, they visit your website \u2014 when they’re ready to swipe that credit card.<\/p>\n\n\n\nThis is the Zero Click Marketing problem in the microcosm of one brand. The marketing job isn’t merely getting everyone onto CurrentBody.com. It’s getting CurrentBody into the places where people learn what to trust before they’re ready to buy.<\/p>\n\n\n\n
What we’d actually do before Black Friday<\/h2>\n\n\n\n If I were building CurrentBody’s BFCM plan from this research, I would work backwards from November.<\/p>\n\n\n\n
August-September: Win the research phase<\/h3>\n\n\n\n I’d build or refresh the best possible resources answering the questions this audience already asks:<\/p>\n\n\n\n
How does red-light therapy work? What evidence supports it? What wavelengths matter? How long until results appear? CurrentBody vs. competitors: what are the actual differences? Who shouldn’t use an LED mask? How does it fit into a skincare routine?<\/p>\n\n\n\n
Some of that content should live on CurrentBody’s own site. But I’d care just as much about getting those answers distributed and cited elsewhere.<\/p>\n\n\n\n
Pitch editors at the beauty publications this audience trusts. Give independent reviewers useful products and good information without trying to control their verdict. Put credible experts in a position to explain the technology. Make comparison information easy for search engines and AI systems to retrieve and understand.<\/p>\n\n\n\n
September-October: Borrow trust<\/h3>\n\n\n\n I’d look hard at Allure, The Cut, NewBeauty, relevant skincare YouTubers, dermatologists, aesthetic professionals, podcasts, Dermstore, and the other high-affinity sources in the report, and I’d think about how I could tap into the trust their audience has in them. Content like a dermatologist explaining what consumers should look for in an LED mask can create category demand, or an Allure article explaining red-light therapy can move somebody toward purchase even if CurrentBody only gets one paragraph.<\/p>\n\n\n\n
Influence doesn’t require ownership of the interaction.<\/p>\n\n\n\n
October-early November: Help people choose<\/h3>\n\n\n\n Now I’d turn harder toward comparison-oriented content.<\/p>\n\n\n\n
\nCurrentBody vs. Omnilux.<\/li>\n\n\n\n What makes one LED mask different from another?<\/li>\n\n\n\n Does wavelength matter?<\/li>\n\n\n\n How often do you need to use it?<\/li>\n\n\n\n What does the evidence actually show?<\/li>\n\n\n\n What’s worth paying extra for?<\/li>\n<\/ul>\n\n\n\nThis is also where I’d be checking search results, ChatGPT, Claude, Gemini, Reddit, YouTube, and editorial coverage for category questions. When somebody asks, “What’s the best LED mask for wrinkles?” does CurrentBody appear in the answer? More importantly: why?<\/p>\n\n\n\n
What sources are informing that recommendation? Are we present in those sources?<\/p>\n\n\n\n
Black Friday: Finally, sell the dang mask<\/h2>\n\n\n\n Paid social. Search ads. Retargeting. Email. Affiliates. Creators. Whatever promotional mechanics make financial sense. This audience still has enormous absolute usage of YouTube, Instagram, Facebook, Reddit and TikTok even when those platforms under-index. At this point in the strategy, paid marketing efforts should have a much easier job because it will have arrived after three months of familiarity and evidence.<\/p>\n\n\n\n
Instead of asking one Black Friday ad to introduce the brand, explain LED therapy, convince someone it isn’t snake oil (there’s a skincare-related pun in here I’m sure, but I am tired), differentiate the mask from competitors, justify the price tag, AND create urgency… I would let August, September, and October do most of that work. <\/p>\n\n\n\n
Then November gets to swoop in with an easier conversion job, “Hey. I see you, boo. You know that thing you’ve been considering? It’s on sale.”<\/p>\n\n\n\n
The bigger lesson for marketers<\/h2>\n\n\n\n CurrentBody is just our example. The same principle applies to any considered purchase.<\/p>\n\n\n\n
If you’re selling a $2,000 mattress, a $5,000 piece of software, a new car, an expensive appliance, or yes, a face mask that makes its wearer look like a glamorous cybercriminal, your customer’s decision probably starts long before your promotional window.<\/p>\n\n\n\n
Audience research helps you see that invisible part of the journey, and now that it’s (*checks calendar*) already the end of August, that journey has already started. Because if Black Friday is the moment your customer first encounters you, you may already be late.<\/p>\n\n\n\n
Create your next Audience Research Report in SparkToro<\/strong> and<\/a> start mapping out your next big marketing strategy.<\/p>\n\n\n\nAnd CurrentBody? If you’re reading this, I wouldn’t hate it if you sent me some additional products. <\/p>\n\n\n
\n
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