Skinside Scoop: Growth Strategies

1. Brand Marketing: How Dr. Althea's 345 Relief Cream is winning client trust—and how you can too📱

2. Potential Synergy: Does your salon carry this high-tech device to upsell services? 🌟

3. Marketing Case: CeraVe’s strategy leveraging special occasions that turned them into a Super Bowl cultural phenomenon 🏈

4. Academic Dose: The consequences of deceptive marketing targeting Gen Z 📖

Maximize Client Loyalty with a Multi-Use Solution: Why Dr. Althea’s 345 Relief Cream is in everyone’s cart

Dr. Althea’s product has captured massive attention on #BeautyTok by addressing multiple skin concerns with a multi-functional formula. This reveals the power of multi-use solutions in building loyalty for both online shoppers and satisfied repeat clients.

@gracemayofficial

Struggling with red, irritated skin? After just a few days of using the 345 Relief Cream, my skin is soothed, hydrated, and glowing! 🤭✨ #d... See more

To build their online presence, Dr. Althea jumped right into the Korean skincare hype and followed the well known blueprint for broadening audience reach: targeted user-generated content (UGC), influencer marketing, and organic reviews. Users shared that whatever was irritating their skin was miraculously cured within 3 months of use. How did this Korean brand globally establish their close-to-cult status?

The real appeal of the 345 skin cream lies in its one-for-all purpose. The name is cleverly designed to reflect its multi-functionality, with each number being the ingredients addressing a different concern - 3 to target blemishes, 4 to nourish the skin, and 5 to soothe. This comprehensive formula makes the 345 cream well-suited for tackling any issues, from post-acne scarring and hyperpigmentation to an impaired skin barrier.

While addressing the full spectrum of common skin problems, the 345 cream highlights its gentle, non-irritating formulation. Free from artificial colours and fragrances, the cream is both vegan-certified and EWG Green Grade-rated. When these validations are combined with its ability to cater to a wide range of skin needs, the multi-use cream drives online credibility, turning shoppers into royal clients.

How GESKE Brings Affordability into Cutting-Edge Beauty Tech

GESKE, a German beauty tech brand, is now available at Walgreens across US. The brand merges advanced German engineering with cutting-edge, AI-driven skincare to build affordable devices that supercharges the facial experience: cleanse, massage, lifts, microneedles, you name it. The GESKE product line can elevate any in-person service by providing clients with personalized treatments at an attractive price point.

In a bold move, GESKE has announced its expansion in physical locations. Their product lineup will be on the shelves of 2,340 Walgreens locations, directly challenging the traditional skincare paradigm. By partnering with "drugstore giant like Walgreens”, GESKE “provides accessible, professional-quality skin care nationwide" said Ivan Contreras, President of GESKE. The brand’s innovative array includes anything a client might need - from sonic facial brushes, microneedling rollers, to microcurrent tightening - starting at just $7.95.

GESKE is putting affordability first and meeting US consumers at the drug store that they already shop at. For the Canadian crowd, your place might be the next hub for providing everyone with the advanced, German-engineered skincare technology at an accessible dollar value.

From Niche Favorite to Cultural Icon: The Story of CeraVe's Audacious Super Bowl Takeover

CeraVe’s new campaign hinged on a conspiracy - transforming its brand image from being “dermatologist-backed” into a cultural phenomenon. See for yourself how the brand told its story:

CeraVe launched its first-ever Super Bowl ad on the "Michael Cera conspiracy" to claim its position and appeal to a broader, more diverse audience beyond its initial niche following. The challenge was to create something that would stand out in the high-stakes Super Bowl ad environment, which is dominated by celebrity-filled comedic spots, while staying true to CeraVe's brand identity as a dermatologist-backed product line. The solution was a playful joke - the premise being that the actor with the same last name was secretly the scientist behind CeraVe's products.

Key Numbers:

• 3 Acts over 4 Weeks: the campaign unfolded with guerilla marketing stunts in the weeks leading up to Super Bowl, starting with influencers "spotting" Michael Cera signing product bottles, followed by "leaked" paparazzi photos, with the actor distancing himself from the brand. When the conspiracy reached its fever pitch, the surprise Super Bowl commercial was delivered to reveal the truth.

• 15.4 Billion Impressions: the campaign had 400+ organic influencer engagements and widespread media coverage, including a pivotal feature in The New York Times, achieving over 15.4 billion impressions before the commercial even aired. This innovative and daring strategy transformed a quirky story into a Super Bowl sensation, proving that dermatological integrity can be blended with viral, celebrity-fueled creativity to make an indelible mark in pop culture.

What We Learned:

Generating viral buzz and elevating cultural relevance doesn’t mean that the brand must stray from its core values and identity. The most effective marketing needs the element of surprise and multi-channel presence, where brands should adopt a creative, risk-taking approach through a unique, multi-faceted campaign. Ultimately, CeraVe achieved its goals of solidifying its position as a leading dermatologist-recommended brand and appealing to a broader, more diverse audience.

Understanding Gen Z's Skincare Choices: The Consequences of Deceptive Marketing in Africa

This study examines the impact of deceptive marketing on African Gen Z consumers. Research finding shows that despite boosting sales in the short-term, these practices harm long-term brand loyalty, as Gen Z consumers highly value authenticity and sustainability. (Structural equation modeling PLS-SEM was used to analyze user responses of the targeted demographics.)

3 Key Findings:

1. Significant Impact on Gen Z Loyalty: False advertising, misleading labels, and exaggerated product benefits directly reduce consumer trust, as a strong correlation is found between these tactics and decreased brand loyalty.

2. Ethical Marketing as a Competitive Advantage: Brands that focus on unique, transparent, and ethical labelling and packaging will appeal more to Gen Z, who values being eco-friendly and socially responsible.

3. Loyalty Means Purchasing: A high predictive relationship was found between consumer loyalty and buying decisions, underscoring the importance of maintaining ethical marketing for sustained brand success in the long run.

Why This Matters:

🧴 for Brands and Manufacturers: 

• Ethical marketing practices enhance long-term customer loyalty, which is crucial for brand sustainability, avoiding damage and legal implications.

• Understanding the preferences of Gen Z provides a roadmap for R&D teams to innovate responsibly, focusing on sustainability, authenticity, and transparency.

📢 for Service Providers:

• Empowering clients through transparent information builds trust and enables them to make informed choices aligned with their values.

• Ethical innovations can serve as key differentiators in the crowded market, especially among younger consumers who drive trends and influence peers.