Face Value: Putting Famous Faces to the Skincare Test

For years, skincare has been a glossy world dominated by women. Think celebrity routines, double cleansing, and “shelfies” packed with toners and serums galore. Women’s skincare is polished, personal, and powered by familiar faces like Hailey Bieber and Gwyneth Paltrow. 

But things are changing. The men’s skincare aisle is finally stepping into the spotlight. The products are sleek, the messaging is clear, and brands are beginning to ask the right question. What actually connects with men when it comes to skincare? 

Testing the Message and the Messenger 

At System1, we help brands make smarter decisions by putting their ideas in front of real people before launch. We ran 11 celebrities/influencers through our Test Your Innovation platform to see how they resonated with consumers. 

We tested these familiar faces with the claim: 

“Healthier-looking skin = more confidence. You deserve both.” 

How We Tested 

Here’s how our platform gathers meaningful insights from real consumers: 

• Emotional Pull – Our FaceTrace® tool tracks facial expressions in real time to measure how emotionally resonant a message or person really is. 

• Share Trading – We simulate a “buy or sell” environment to understand how appealing the idea is and how likely consumers are to engage with it. 

• Decision Speed – Faster reactions are weighted more positively, giving a sense of instinctive interest or enthusiasm. Slower responses can signal hesitation or disconnect. 

This method brings emotional science and predictive power together to give brands the confidence to move forward. 

The Celebrity Lineup 

We tested the emotional appeal of 11 familiar names across entertainment, media and style. The lineup included: 

Snoop Dogg, Oasis, Theo James, Aaron Taylor-Johnson, Michael B. Jordan, Hyram Yarbro, David Beckham, Jonathan Bailey, Brad Pitt, Jeremy Allen White, and David Gandy. 

Michael B. Jordan Glows Above the Rest 

The top performer was Michael B. Jordan, with 56% of respondents reporting Happiness at the idea of him as the face of a skincare brand. 

So why did he stand out? 

Consumers responded to his universal appeal, his backstory of perseverance, and his strong personal image. Many remembered his journey, including the fact that he almost gave up acting before finding his breakthrough. His story is inspiring, and that emotional connection is powerful when trying to build trust in a new product. 

Some of the standout consumer comments included: 

• “He has universal appeal.” 

• “He once nearly quit acting altogether — after early rejections from major talent” 

Plus, let’s face it, he has a great complexion. 

David Beckham Takes Second Place 

Following closely behind was David Beckham. Known for his long-standing work in fashion, fragrance, and sport, he felt like a natural extension into skincare. Fans responded positively to his personality and reputation. 

Here’s what we heard: 

• “He makes you smile.” 
• “I’m a huge fan.” 
• “Rugged guy using facial care.” 
• “He’s in the news and has many fans.” 

42% of respondents cited his recognizability as a key reason for liking him as a spokesperson. 

Why These Celebrities Work 

It’s not just about choosing a big name. What made Michael B. Jordan and David Beckham, along with the others, so effective was a combination of factors. 

They are: 

• Highly recognizable 
• In cases such as MBJ and Beckham, associated with health and style 
• Emotionally relatable 
• Viewed as believable users of skincare products 

When a celebrity feels genuine and likable, consumers are more likely to pay attention and ultimately more willing to buy. 

When the Fit Isn’t Quite Right

Not every celebrity resonated with consumers. Some participants said they cared more about the product itself, especially ingredients and effectiveness than about who was promoting it. Others felt that some of the ambassadors seemed too serious or intense and preferred someone who looked more relaxed or approachable.

This reinforced a core lesson. Understanding your audience is everything. Just because a name is famous doesn’t mean it’s the right one for your brand.

At System1, we created Test Your Innovation to help brands eliminate guesswork. By testing early and using emotional data, we give marketers a clear view of what will resonate and what needs to evolve before it hits the market.

Create with Confidence 

Launching a new seasonal product or skincare line?

System1’s Test Your Innovation platform lets you test new products, packaging, messaging, taglines, and claims before going to market. With predictive insights, you can make confident decisions and give your next big idea the best chance of success.