Indie tattoo care product company Mad Rabbit recently launched a tattoo repair patch, the first of its kind in the segment. The company, whose Enhance Tattoo Balm Stick was recognized in Beauty Streams’ Cosmo Trends Report at this year’s Cosmoprof convention in Las Vegas, is rapidly gaining market share in the niche tattoo aftercare segment with its innovative product launches.
To learn more about the Tattoo Repair Patch’s formulation and development process, the product launch’s potential impact on the personal care products industry, and the Mad Rabbit brand’s future endeavors in the space, CosmeticsDesign spoke with Erin Murray, SVP of Marketing at Mad Rabbit.
About Tattoo Repair Patches
When Mad Rabbit’s product research and development team worked on the formulation process for the tattoo repair patch,It took multiple iterations to get this right.” Murray said, with some important considerations in mind:How do we address sensitive skin, what is the right size of patch based on customer demographic, and how do we make the patch stable using biodegradable packaging?” she explained. She added: “The formulation was equally important: we had to ensure the ingredients combined a suite of benefits – pain relief support, UV resistance, soothing, cooling – but also adhered to high clean standards.” “
According to the company’s website, the final version of the tattoo repair patch is designed to be latex-free and contains ingredients such as D-panthenol to nourish damaged skin, olive leaf extract to reduce inflammation, glycerin to preserve the skin’s natural moisture, and a proprietary 3D hydrogel matrix that creates a breathable protective layer. Additionally, the product is designed to help repair damaged skin, instantly cool and relieve pain, and protect the skin from up to 99.8% of UV rays that can damage new tattoos.
In producing the tattoo repair patch, Mad Rabbit:Manufacturers who are experts in patching technology to ensure seamless integration” But even with the help of specialized manufacturers, “When we first brought this product to market, we were challenged with making it as clean as possible while adhering to our sustainability guidelines as a brand.“That’s why we had to iterate on the product multiple times during the development phase,” she said.The sustainable packaging in particular seemed in line with our packaging standards.“To get the final version to market,” she explained.
Prior to launch, the Mad Rabbit team also conducted rigorous product efficacy testing to ensure the product would be effective for consumers. Murray said:We’ve conducted clinical trials to back up our effectiveness, as well as rigorous dermatological and UV protection testing to ensure this product is excellent for helping your new tattoo heal.” “
Industry impact and next steps
The launch of the tattoo repair patch is aThe first product of its kind” Murray said, “The industry is saturated with products that feel redundant with little innovation.She added: “This is great in terms of category distortion, but true innovation in this space is a bit muddier.” “
Therefore, she explained:The impact of this product is truly changing the way we think about immediate tattoo care, an industry that hasn’t changed much in the last 30 years.This is especially important for both product manufacturers and consumers.The addition of exciting synthetic ingredients has forced us to change our approach.” she said, adding: “Through smart technology and cleaner ingredients, there is an opportunity to rethink skin care and skin recovery, especially in the tattoo space.” “
As an innovative product, Mad Rabbit’s approach to assessing consumer demand for tattoo repair patches is:This will be measured against DTC, retail sales mediums, specialist demand and performance against our additional aftercare products.” Murray said.
Going forward, she confirmed, the brand plans to continue innovating product options in the category.The aftercare sector requires continuous improvement and innovation to support an expanding consumer and professional environment.” ”
