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.
My role: Copywriter and Creative Design.
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.
