website copy + Social media

Skingenius

“Your acne doesn’t define you…”

The natural skincare movement is booming. But as more and more people reject chemical-filled products for plant-based organic alternatives, it becomes harder for smaller, independent brands to stand out. Solving the challenge of breaking through in a saturated market requires a distinctive brand voice working alongside an effective product offering.

Category

Website copywriting, social media management, email marketing

Meet SkinGenius, the 100% natural skincare brand offering people a more simple and effective way of tackling acne and taking care of their skin (without any chemicals and their nasty side effects). 

 

natural skincare that actually works.

Acne is often thought of as a problem affecting only pubescent teens. But it’s bigger than that. Adult acne and acne outbreaks due to other factors such as workplace stress or pregnancy can also be severely limited for those who suffer.

The skincare industry has made billions selling skincare products claiming to help acne of all types. But there’s a problem. The major brands use a range of chemicals and additives which have the potential to be damaging to your skin in the long term.

The power of natural.

The company is transforming the perceptions of what natural ingredients can do in helping tackle the scourge of all kinds of acne, and has grown a following as a result.

Founded by Julia Vearncombe – herself an acne sufferer – the company has won multiple awards for its fresh approach to skincare and secured endorsements from influencers, including stars from Britain’s Next Top Model.

One of Skin Genius’s most important values is being supportive and empowering for those who are affected by acne. Although acne has the power to cause embarrassment and affect self-confidence, the brand helps to lift up its followers and customers.

As the brand evolved, it was time for a refresh of the product branding and positioning, including a new website and social media strategy.

That’s where we came in. We already knew a lot about Julia and the brand, having shared time in an entrepreneurial accelerator so we could hit the ground running.

 Through our insights process in a half day workshop, we quizzed Julia on the different customer segments, their needs and desires, what the specific goals of the website were and what the brand values and tone of voice should be. Following the insights process, we went away and developed the copy for the website designed to appeal to each audience and speak to all their needs.

social media with purpose.

Acne is often thought of as a problem affecting only pubescent teens. But it’s bigger than that. Adult acne and acne outbreaks due to other factors such as workplace stress or pregnancy can also be severely limited for those who suffer.

The skincare industry has made billions selling skincare products claiming to help acne of all types. But there’s a problem. The major brands use a range of chemicals and additives which have the potential to be damaging to your skin in the long term.

The social media strategy also involved producing targeted, high value content aimed at each target audience in turn, such as adults with acne or parents of teenagers with acne. These came in the form of blogs designed to provide advice but also position Skin Genius and communicate its brand values.

The wider social media strategy uses impactful photography, compelling copy and beautifully designed imagery to lift Skin Genius’s social feeds to increase engagement and grab attention while ensuring consistency of the brand image.

Reactions to the enhanced website messaging and social media strategy were very positive. This gave Julia the confidence and peace of mind knowing the brand was being represented consistently and to a high quality online so she can continue Skin Genius’ crusade to change the skincare industry. 

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