The Objective:

We wanted to launch ITC’s new premium skincare brand Dermafique with a campaign driving reach and e-commerce sales.

The Idea:

To build meaningful conversations with women about their skin we took a digital-first approach to go beyond brand speak. We brought together the aspirations of our audiences and the brand’s promise to create a powerful shared vision – #Skindependence. A journey of liberation, with women leading the way.

The Execution:

We created a brand property called #Skindependence and featured women from different walks of life who talked about the idea of being liberated in their own skin. This was followed up with an influencer activation that took the idea further on their platforms. We supplemented this through social media engagement campaigns and blogger outreaches.

The Results:

• We reached over: 6 million women through the campaign
• conversions to sales led to: 4 Dermafique products listed as Amazon’s choice on the e-commerce platform