Key Takeaways

• The Inkey List has reformulated its Oat Cleansing Balm, now called Oat Balm Cleanser, after extensive consumer feedback.
• This updated product aims to resolve previous complaints and could generate $15 million in first-year sales.
• The brand’s new marketing campaign, “Zero Drama. For Every Skin,” will focus on promoting the cleanser’s effectiveness and suitability for various skin types.

Oat Balm Cleanser Relaunch

Colette Laxton, co-founder and CMO of The Inkey List, faced criticism on social media regarding the brand’s Oat Cleansing Balm, which received mixed reviews from users. Complaints included a greasy residue and graininess. Despite the issues, Laxton was commended for addressing these shortcomings. The brand has since rebranded the product as Oat Balm Cleanser, following four years of reformulation, involving 129 iterations aimed at resolving these concerns.

The decision to relaunch was not taken lightly. Laxton remarked that creating an appealing product after six years in the market necessitated extensive listening to consumer feedback. The Inkey List, which typically focuses on rapid product launches and affordable ingredients, has previously rechanged its retinol products but has now shifted to refining existing offerings.

Industry predictions indicate that the Oat Balm Cleanser could reach $15 million in sales during its first year. This emphasis on profitability comes after the brand experienced a £2.1 million loss in 2024. The Inkey List is shifting towards a sustainable growth model with fewer new product launches, concentrating instead on enhancing high-performing items.

The Oat Balm Cleanser holds a key position in The Inkey List’s portfolio, selling one unit every 30 seconds. It is the leading cleansing balm at key retailers like Sephora and Boots, but it has struggled with ratings below the brand’s usual standards. Extensive reformulation aimed to enhance its appeal to consumers with sensitive and acne-prone skin, addressing longstanding complaints over oiliness and dispensing difficulties.

The update involves increasing oat kernel oil from 3% to 5% and improving emulsifiers to mitigate residue after washing. The formula also incorporates natural waxes and sea buckthorn oil. Recent consumer trials confirmed it effectively removes 100% of waterproof makeup and hydrates the skin for up to 12 hours.

The product’s updated name, Oat Balm Cleanser, aims to improve search visibility and clarify its purpose. Despite a price increase from $13 to $17, The Inkey List positions the product as one of the best values in its category, promising around 100 uses per tube.

Following a soft launch in the U.K. this April, the official global release is set to take place across major retailers. The brand’s new marketing campaign, “Zero Drama. For Every Skin,” will highlight the cleanser’s upgraded attributes and effectiveness. The target demographics include millennials and younger consumers, especially during back-to-school promotions. The transparent discussion of the product’s flaws has proven to be a successful strategy in enhancing customer engagement.

Initial feedback has shown that the relaunch is well-received. Since distribution commenced in the U.K., user ratings for the new cleanser have increased to 4.7 stars. The Inkey List aims for this revitalized product to attract both past and new users, emphasizing that this formula is significantly more effective and luxurious than its predecessor.

The content above is a summary. For more details, see the source article.