Deconstruct Skincare aimed to handle customers’ skincare considerations by encouraging them to make knowledgeable choices through content material creators which generated 15 million + views. Right here’s how they did it.
This case research explores how Deconstruct Skincare raised consciousness about care routines by means of technical, information-driven content material to draw the underside and high of the funnel.
The income within the Pores and skin Care section in India quantities to US$8.07 billion in 2023 and the market is predicted to develop yearly by 3.29% (CAGR 2023-2027). By 2023, 89% of gross sales within the Pores and skin Care section might be attributable to Non-Luxurious items.
The demand for applicable skincare merchandise are principally being met by importing or substituting them with worldwide merchandise that aren’t at all times suited to Indian pores and skin.
Customers need options to their considerations however on the similar time wish to know what all went contained in the product, if it in any approach can hurt them. For the brand new age customers the science behind what makes a product work offers them a compelling motive to decide on them over the generic merchandise accessible available in the market as they can construct a deeper belief with the model.
Deconstruct Skincare goals to bridge the hole that presently exists available in the market, with the prime goal of offering prospects with ample data concerning the merchandise and the components that go into them.
In India, the big range of skincare manufacturers that exist doesn’t typically present their prospects with data concerning components and the scientific technique behind the formulations of their merchandise, thereby making a distance between the buyer, and the manufacturing processes. Usually, prospects are unaware of the components contained throughout the merchandise that they’re utilizing, additionally leading to misinformation and daring frivolous claims concerning skincare merchandise.
To nudge folks to make their very own skincare selections in a tone that digital natives admire, Deconstruct Skincare collaborated with content material creators like Barkha Singh, Ayush Mehra, Urooj Ashfak, Saloni Gaur amongst others. The concept was to create consciousness in direction of the model & its messaging #CozYouKnowBetter by means of movies which might be native to every content material creator’s web page. Total the movies garnered greater than 15 million views.
Additionally Learn: Case Research: How Sirona’s UGC marketing campaign celebrated sisterhood & generated 1.5 MN+ views
In China, about 50% of the contribution within the magnificence and private care class comes from skincare, adopted by Indonesia at 25%, whereas India solely spends 12% on skincare merchandise, inclined extra towards oral care, physique care, and haircare, creating an enormous alternative. The per capita spending on magnificence and skincare in India is much less in contrast with the same per capita market like Indonesia. India spends round $2 per capita on skincare/private care merchandise whereas Indonesia spends about 4 occasions extra.
With the thought to bridge this hole and assist inform customers, the model had these targets:
- To create model consciousness utilizing content material creators in an natural method
- To inculcate this perception that skincare needs to be an knowledgeable selection taken by an individual on their very own
The model used content material creators to first inform them and create consciousness after which drive motion. Deconstruct contextualized their strategy whereas designing the branded content material marketing campaign.
For influencers who drive customers at high of the funnel (consciousness, curiosity), the messaging was saved native to their viewers and influencers with backside funnel experience (want and motion) had a extra technical and information-driven script. For instance, social media stars Barkha and Ayush’s content material was about their chemistry as they’re well-liked for that and their video acquired a 14% engagement on Ayush’s feed with 1.7 million natural views. Folks left constructive feedback praising the content material.
For a slapstick comedian like Urooj Ashfaq, a stand-up skit across the present state of skincare was made stay.
Saloni did a enjoyable banter in collaboration along with her grandmother & mom, making relatable content material.
The marketing campaign garnered over 15 Million views and has been nicely acquired with constructive feedback backing it. e.g. One consumer wrote ‘Agar aise mast advert aaye toh koi skip na kare‘ (No one will skip the advertisements if they’re made like this) whereas some customers tagged their companions within the feedback, which was the theme of the video.
Talking on the identical, Ambika Singh, Model & Advertising and marketing Supervisor, Deconstruct Skincare mentioned, “Social media is a strong platform to affect folks, however as manufacturers it’s of utmost significance for us to know that individuals use the platform to be entertained first. The affect will occur significantly better if the viewers feels that the branded content material was not compelled onto them. At any time when we’re planning any marketing campaign with an influencer we clearly point out it in our temporary that they’ve to provide you with tales which might be native to the influencer’s storytelling model & not the model’s. We additionally do our analysis on influencer’s profiles to determine best-fit tales. This fashion all of the influencer collabs additionally find yourself wanting very distinct from one another, so even when the identical client sees the communication on a number of influencers’ channels they nonetheless really feel it to be refreshing moderately than monotonous.”