Paula’s Choice – Skincare Marketing Campaign
I contributed to the strategic marketing and branding efforts for Paula’s Choice, focusing on consumer education, digital engagement, and targeted messaging to drive product awareness and sales.
Brand Situation
Paula’s Choice is a science-backed skincare brand known for its clinically proven ingredients and transparent formulations. Despite strong brand credibility, there was a need to further educate consumers about the benefits of key products, such as the 2% BHA Liquid Exfoliant, and expand market reach. The campaign aimed to increase awareness, engage different consumer segments, and drive conversions through digital, social media, and experiential marketing.
The Brief
GET: Skincare-conscious consumers seeking effective, research-backed products.
WHO:
Young professionals (ages 20-25): Budget-conscious individuals looking for affordable, dermatologist-tested skincare solutions.
Busy professionals (ages 26-35): Consumers balancing work and family life, prioritizing high-quality, clinically proven skincare.
Experienced skincare users (ages 36-45): Consumers with long-term skincare concerns investing in premium products for noticeable results.
TO: Establish Paula’s Choice as the go-to brand for reliable, science-backed skincare solutions that cater to all skin concerns.
BY: Executing a multi-channel marketing strategy, including:
Digital Advertising: Social media campaigns, streaming ads, and influencer partnerships to highlight key product benefits.
Experiential Marketing: Face-to-face events, workshops, and dermatologist-led skin testing sessions to educate and engage consumers.
Content Marketing: Informative social media posts, blogs, and direct mail campaigns to reinforce brand trust and product efficacy.
Campaign Outcomes
Brand Awareness: Increased online engagement and social media reach through educational content and influencer collaborations.
Consumer Conversion: Drove product sales through targeted promotions, including a 20% discount for first-time buyers.
Community Engagement: Established a loyal consumer base by addressing key skincare concerns and offering personalized skincare routines through consultations and online workshops.
