SkinMedica
Catapulting from dermatology offices to DTC
An entirely new, direct-to-consumer approach centered in the science and emotion of daily skincare.
(Challenge)
SkinMedica has long been the secret weapon of dermatologists and estheticians, prescribing medical-grade skin care in offices and spas. But as SkinMedica looked to sell to consumers directly, they needed a fresh face in social to stop the scroll.
(Solution)
I worked with SkinMedica to envision an entirely new brand strategy around the science and emotion of daily skincare. Spotlighting messaging around personal confidence and regimen simplicity, we built a rich new social and live event presence for the brand. I helped SkinMedica to debut new products, engaging closely with beauty and fashion creators, and integrating directly with healthcare providers using #AskTheDerm.
(Impact)
22%
lift in overall engagement
14%
lift in brand awareness
4%
lift in sales conversion
(Services)
Lumivive Launch
For SkinMedica’s first blue light-combatting product, the brand needed to educate and build anticipation for the highly-demanded serum, spreading awareness about the harmful effects of screens. I developed a strategy prompting consumers to ask how they #GetThatGlow, offering a first trial of the product for UGC submissions. A launch event for influencers with live yoga sessions, art installations, and a dermatologist Q&A culminated the campaign.
Creator Demos
Knowing what products to use when, in what order, and how they work together is challenging, especially when using medical-grade care. To bring fans up to speed, I partnered with SkinMedica to amplify demos and creator content from Beyonce’s famed make-up designer, Sir John, and fashion and style influencers Justin Livingston and Adam Gallagher.
DM the Derm
To elevate SkinMedica’s creative and to drive authenticity in its product claims, we created the #DMtheMD — a socially driven partnership with healthcare providers via Instagram Live, discussing skin care, effective products, and consumer questions.
