NOT FOR ALL.
JUST FOR YOU.
By talking about what we don’t want customers to buy, we proved Skincity is so much more than an online skincare store. And smashed all their sales records in the process.
Skincity is completely focused on skincare, with a carefully selected range of products that really work. In recent years, the industry has been overrun with countless competitors, whose aggressive marketing and constant discounting have been stealing attention and market share. These competitors often have larger ranges than Skincity and offer categories beyond skincare, including make-up, haircare and accessories. While struggling with these new entrants, Skincity was launching in new markets. A new, distinct and results-driving concept was needed.
THE BRUTALLY SIMPLE SOLUTION
Skincity isn’t just an online skincare retailer. It’s an online skin clinic. Skincity employs a whole team of dermatologists. They chat with customers, analyse skin tests and guide people to the right products with the philosophy that as your skin is unique, your skincare products should be too.
This led to the new concept ‘Not for all. Just for you.’
With a glint in the eye, we addressed different target groups and dramatized how personal skin care ought to be, clearly differentiating ourselves from the mass-market messages of our competitors.
In just one week of the campaign launching in Sweden, every sales record in the company’s history was broken. And not just sales. Customer engagement experienced record highs, too. Campaign period sales exceeded SEK 43 million – that’s 20% higher than the previous year’s Cyber Week / Black Week records.
INCREASE IN SALES
COMPARED TO CYPER WEEK
RECORD SALES THE WEEK THE CONCEPT WAS LAUNCHED