Project:

Curology glow diversity campaign

Through the Curology Glow Diversity Campaign, the brand will not only expand its market reach but also foster a sense of inclusivity and community, establishing Curology as a go-to skincare brand for a diverse and empowered consumer base.

Rochelle White Communications ad, media, marketing and PR agency. Next gen and youth culture marketing.jpg

#GlowGenesisCollective

#RedefiningBeautyAcrossGenerations

Project Overview:

Curology aims to enhance its market presence and diversify its consumer base through an integrated omni-channel campaign called the "Curology Glow Diversity Campaign."

This campaign focuses on reaching and engaging consumers aged between 18-45, with tailored messaging for Gen X, Millennials, and Gen Z. The primary goal is to foster inclusivity and connect with a broader audience, reflecting diverse skincare needs and beauty standards.

Key messages:

For Gen X: Rediscover your glow with skincare tailored to your unique needs and concerns.

For Millennials: Embrace your skincare journey with Curology's customizable solutions for a radiant future.

For Gen Z: Join the skincare revolution, celebrating diversity and individual beauty with Curology.

Objectives:

Increase brand awareness:

Utilise social media, influencer partnerships, and targeted advertising to increase Curology's visibility among diverse audiences.

Leverage popular platforms like Instagram, TikTok, and Snapchat to engage with Gen Z and Millennials, showcasing user-generated content that celebrates diverse skin journeys.

Personalised skincare education:

Develop an educational content series highlighting skincare concerns specific to different demographics within the target age range.

Collaborate with dermatologists, influencers, and skincare experts to provide expert advice and address common skincare issues faced by Gen X, Millennials, and Gen Z.

Inclusive product promotion:

Customise existing product lines to cater to a variety of skin tones and types. Feature diverse models and brand ambassadors across all marketing materials to highlight the inclusivity of Curology's products.

Interactive brand activations and events:

Create and host live events, pop-up events and Q&A sessions with skincare experts to engage directly with the audience.

Use interactive features to gather insights on consumer preferences and concerns, as well as sharable moments for across social media platforms.

Community building:

Establish an online community where users can share their skincare journeys, tips, and experiences.

Encourage user-generated content through hashtag campaigns, showcasing the diverse ways individuals incorporate Curology into their routines.

Data-driven insights:

Implement analytics tools to track campaign performance and gather insights into consumer behaviour.

Use data to refine the campaign strategy, ensuring ongoing relevance and resonance with the target audience.