MicroDerm Polish
To commemorate a new addition to the product line, we approached this launch focused on brand extension. This campaign was centered around the invigorating experience of MicroDerm Polish, with the focus of refreshing, impactful ingredients. Our goal was to create a bright, rejuvenating experience that included upbeat music, a fresh color palette, while promoting this product.
I produced the content strategy, social media management, and designs for the U.S market in collaboration with our global team. Focusing on short-form content, I approached producing dynamic content for social channels and email. These were aimed to engage our brand extension strategy focusing on product benefits and ingredients. Through social listening and trend research, I produced content that focused on routines and step-by-step care.
CONTENT STRATEGY
SOCIAL MEDIA & EMAIL
GRAPHIC DESIGN
AFFILIATE & INFLUENCER MARKETING
Brand Extension Strategy
MicroDerm Polish was born on it's main ingredients of hydrated silica and grapefruit peel oil, to help uncover a smooth complexion while refreshing the skin. Through a comprehensive sales and content strategy, MicroDerm Polish's introduction to the AlumierMD product line focused on a launch centering the concepts of refreshing, hydrating, and moisturizing experience. Visual content took on a strategic, editorial approach, incorporating new colors, typography, and imagery styles, while honoring the brand story and mission on education.
Reaching Consumers to Empower Skincare Professionals
As a brand new product, we crafted a social media strategy to engage with consumers, providing pathways to connect with their local skincare professionals further promoting sales and partnership engagement. Through a carefully crafted content strategy, we delivered social media content that aligned with skincare trends, discovered through social listening and research, drawing inspiration from TikTok. Content focused on product details, education, and typography while delivering an exciting new product story.
Campaign Results
Email Marketing
Crafted B2B and B2C email marketing campaigns, including launch and product education. Partners received step-by-step skincare protocols ls to support their patients and exclusive order deals, while consumers discovered the product benefits and the opportunity to purchase through a medical professional provider.
Open Rate
Click Through Rate
Website Conversions
47%
8%
3%
Social Media
Produced organic social media campaign, highlighting product ingredients, education, and benefits, empowering our target audience to learn about their skin conditions and how Microderm Polish would be integrated into their routine, helping consumers achieve their skincare goals.
Engagement
Impressions
Website Conversions
41%
68%
3%
Insights & Lessons
This campaign was a unique approach for the brand, taking on a strategic brand extension that pivoted the original brand to introduce elements of differing typography, color, and imagery. Through editorial inspiration to enhance the quality of the brand's identity, alongside short-form videos that drew from social media trends, Microderm Polish evoked excitement across partners and consumers.
Though the intersectionality of product images, campaign tag lines, and user experience designing, it was important for the extension to feel recognizable but refreshing. Through email design, we honored the original template structure, highlighting product protocol and ingredients, which Through social media,
Through the intersectionality of product images, campaign tag lines, and user experience designing, it was a challenge and lesson to ensure this brand extension felt recognizable but refreshing. We honored our original email template structure, educating on product protocol and ingredients. Social media gave us a wider playground, where we ensured we incorporated familiar design elements like ingredient highlights, brand design elements, and the use of industry standard copy across our images.