Rebranding a Skin Care Line
An Established Skin Care Brand Redefines their Business Trajectory With Smart Marketing Campaigns
It was launch day for the new Instagram and Facebook campaign. Coffee in hand we waited for the special hour and there it was! The colors. The words. Perfectly aligned to the demographics and the timing. It was the start of an upward spiral that was just what we were going for.
It was surprising to learn that the well-established, skincare brand that contacted us, had never done any formal marketing or advertising or sales promotion.
Their iconic cream facial mask and highly successful creams and moisturizers had always been supplied through distributors. But now the company was seeing that consumers wanted to connect more closely with the brands they selected.
Setting a budget comfort level was the first priority. We were excited to offer our services and talk them through how we could help the brand. Starting with the financial side, we analyzed what numbers made sense given current sales and profit margins. Setting a budgeting comfort level was the first priority.
Knowing a business makes all the difference. Then we settled down to know their business as if it were our own and right away understood their passion for what they’d built. This was a family business. Frequently integrating into a family business is difficult, but we worked on getting to know the people behind the brand. It’s this personal approach that enabled us to understand their goals.
The demographics were straightforward – there was a mature segment of the customer base that was extremely loyal. The company knew they needed help with marketing and advertising to acquire new clients from a younger, more career-orientated demographic that had already shown interest in the products. We went from there.
Budget savings & big results start with goals. We worked together, starting where they were on Instagram and Facebook. The graphics were redesigned to align more with their current goal, and their presence was tripled in terms of posts and stories.
The good news: we saved them 30% on their social media budget while tripling the output. And then there was the positive affect on sales, even in a pandemic.
To extend their reach, we initiated an email campaign starting with the existing list with plans to grow from there. A monthly skincare blog and video took shape. All of this was achieved within the first three to four months, leaving plenty of scope for future growth now that the foundations were in place.
As you well know, the devil is in the details. When we started sharing ideas, we also realized that the existing website – which was attractive and inspiring - needed to be streamlined to improve the user experience and maximize sales. We took care of that too, with simple, cost effective solutions.
The company is now collaborating further to expand their reach using influencers and promotional concepts — most recently a kit for home facials - and has begun uploading video content to a wide array of social platforms.
The end goal is to train the brand’s in-house admin to carry out the day-to-day tasks and media work while the ongoing work of branding increasing the number of distributors continues.
One tremendous opportunity that became apparent as we worked together – the expansion of the distributor base. We created a strategy and have been helping bring it to fruition.
It was a pleasure to start them on the road to a new and more productive marketing approach for their amazing company.