SkinnSkinn was the #1 beauty brand on home shopping channel Evine when we began working with them. However, their exposure to the general beauty customer was limited due to their emphasis on direct response marketing. They needed help building their brand to appeal to new markets not familiar with their home shopping presence through expanding their digital marketing and PR efforts, as well as launching social media advertising for the first time in their company’s history.
- BRAND DEVELOPMENT
- SOCIAL MEDIA & PR
Strategy: Brand Platform
We conducted competitive and consumer research to carve out a unique, ownable niche for Skinn in this highly competitive marketplace. Three distinct brand positioning were presented along with taglines, brand stories, and brand clarity style boards that brought each direction to life. Exploration ranged from three key attributes: the personality of their CEO and pitch man and his California lifestyle, helping customers achieve their true beauty, and the disruptive nature of their in-house lab.
Digital Media: Website
The new brand platform came together in our website refresh, where we integrated realistic model photography, powerful messaging, and a bold yet clean color palette. A prominent carousel brought the user through Skinn’s key brand attributes; a new dynamic format for organizing featured product below lead the user through key promotions and laid out supporting brand messaging.
Photography: Product Hero
Because Skinn’s products feature quality ingredients and are freshly made in their own lab, we showcased these brand characteristics in these clinical yet beautiful product images to be used on their website, social media, and digital advertising.
Photography: Social Media
We ideate and execute ongoing premium branded assets to help differentiate Skinn’s unique brand point of view and support our digital marketing and advertising efforts. Our shoots range from targeted models demonstrating how to use the product, to lifestyle flat lays, to stylized product imagery to bring visual interest to the social media feeds.
Photography: Stop Motion
We also create stop motion versions of still content in order to draw the customer’s eye into the social media feeds, and to further serve as how-to content. Subjects range from model photography to product only to support the specific message in each post.
For some advertising purposes, polished product images are needed to create a stronger brand presentation to new users and offer a tone that is unique ownable to the Skinn brand. These premium images feature custom lighting, stylized arrangements, and carefully selected props to give the viewer additional context.
Winner, American Graphic Design Awards
Photography: Product Swatches
Clean, bold, and artful goop and swatch photography helps bring color to the social media feeds. Whenever possible, images are created on Skinn’s brand colors to further reinforce a strong sense of brand.
Social Media & PR: Integrated Social Campaign
Our digital marketing strategy combines many of the key brand attributes as laid out in our brand platform: California culture, product tips & tricks, healthy living, and lifestyle content all come together to create a strong visual presentation to customers new to the brand as well as existing devoted followers. We strategize, create, and implement all aspects of Skinn’s social pages including online advertising and promotions and public relations.
Social Media & PR: Promotion Campaigns
Our digital ad strategy combines converting sales from existing loyal “Skinn-thusiasts” with brand awareness to new relevant audiences. We ideate, create, and implement comprehensive promotional campaigns across Skinn’s website, newsletters, and social media including custom naming and messaging, premium photography, and complimentary graphics to help brand each promotion uniquely.
Skinn’s founder, CEO, and pitch man Dimitri James is integral to the brand’s success through his impressive industry credentials and his appeal to his fans. We ideated and implemented this location shoot at his home in Palm Springs, California to give his audience a deeper look into his personality and bring extra depth to the images. We shot Dimitri and his sister and co-host Tina in separate and joint portraits in a range lifestyle scenarios executed with a fashionable twist.
Skinn needed polished studio images to help support their move to HSN. We created this series of playful, celebratory images on a hot white background to let Dimitri’s personality pop.
We also created video versions in the studio environment for digital ads supporting the HSN launch. The videos included Dimitri dancing, popping bubbles, and breaking through the HSN logo for a tongue-in-cheek feel.
Photography: Before & After
Quality before & after photography is critical to selling product online and via home shopping, and was a requirement for Skinn’s HSN launch. We executed a model shoot with 14 women with a 2-week time span to demonstrate the effectiveness of the products. Consistency in lighting and gesture was critical across each model and between the 2 shoots to fit HSN’s strict guidelines.
Video: Before & After
We also implemented animated versions of the finished before & after imagery with a simple yet effective swipe technique for use of social media and the Skinn website.
“Kitchen Collaborative was instrumental in the launch of Skinn’s digital marketing and advertising campaign, and in helping us evolve our e-commerce business into a viable and profitable sales channel. The team is well-rounded, detail-oriented, and able to tackle everything from brand development to traditional PR. They were an essential strategic and creative partner in our successful transition to the HSN/QVC, the world’s largest home shopping network. The Kitchen team provides a bespoke service with genuine understanding and passion for the clients’ needs.”