The orange-and-white packaging is instantly recognisable and there's likely to be a bottle in most bathroom cabinets. It is, of course, Bio-Oil, the skincare solution that's hailed for its healing properties, which include reducing the appearance of stretch marks and scars. The plant-based skincare treatment was created and launched in South Africa in 1987, but despite receiving 183 industry awards since it came to the market, it only had its major roll-out in the UAE over in the past year. Ryan Charton talks to us about this much-loved oil.
The UAE cosmetics market is rather saturated with products claiming to be miracle cures for stretch marks. What sets Bio-Oil apart?
You’re quite right to say it has been a saturated market and a lot of international brands have been in the Gulf for some time now. But Bio-Oil works extremely well for scars and stretch marks and that continues to be an unsolved need in many markets. We also like to hear feedback from our consumers who are always finding their own uses for Bio-Oil, from applying it to their cuticles or even their hair.
Who, specifically, are you targeting?
Prevention of pregnancy stretch marks is one of Bio-Oil’s key uses and that’s what we’re seeing women are buying it for. Typically, if you put a cream, a lotion and an oil in front of any woman, they’ll commonly choose a cream first, a lotion second, then an oil. Oils can be perceived as greasy and sticky. However, Bio-Oil is a dry oil and because it feels and smells good, women use it as an all-over body moisturiser.
How do you, and men in general, use Bio-Oil?
I typically use is at a moisturiser on my body, as opposed to my face. The small 60ml bottle is also great, as I travel a lot and only with hand luggage. I’ll often use the oil around my eyes to take down the puffiness after a long flight, for example.
Does the oil work on old as well as new scars?
Yes, our clinical trials have shown it can definitely be used for old and new scars. From my personal experience, the sooner you use it on a recently healed scar, the faster it will work.
How quickly can people expect to see an improvement on stretch marks?
Some might hope for overnight success but we like to recommend people use the oil for a minimum of three months. That said, some clinical trials have shown results in just two weeks.
Is the oil safe to use on babies and toddlers?
We wouldn’t recommend it for an infant under the age of 2. Thereafter, it’s absolutely safe and many mums will often reach for it when their toddlers bash their knees and elbows.
What plans do you have to expand the product range? Could there be a lip balm, shower gel or SPF spray in the pipeline?
[Laughs] That’s a question I’m always asked by retailers and distributors. There’s no immediate plan to expand the range.