Taking Topicals to the Next Level: Unleashing Your SkinStory
Exploring Topicals' Success in Skincare Education and Personalised Experiences, Alongside Fresh Ideas to Elevate Their Branding and PR Strategies
Skincare has become a major industry in recent years, and one brand that has made waves in this space is Topicals. The brand has been praised for its approach to skincare and digital marketing, providing consumers with simple yet effective solutions that are affordable, accessible and educational.
But what more can Topicals do to stand out in the market?
Here are three ideas that could take Topicals to the next level and further cement its place as a pioneer in the skincare world.
Fresh Faces: A Skincare Dictionary
One of the things that has made Topicals so successful is its focus on education. It’s a no gimmick skincare brand that focuses on providing results whilst empowering their customers. The brand has made it a priority to provide consumers with information about the ingredients in their products and how they can target specific issues.
But, what if Topicals took this a step further and created a skincare dictionary? This could be a beautifully designed coffee table book that explains everything consumers need to know about skincare, whilst showcasing and normalising common skincare problems faced by the masses.
This dictionary could dive into the vibrant world of skincare, the origin of ingredients and various celebrities that are tackling commonly shared skincare woes.
Just like Tashcen’s “ Ice Cold. A Hip-Hop Jewellery History” book, this creative, visual guide would aim to showcase the evolution of skincare trends, influential figures, and the significance of skincare in popular culture.
The dictionary could include information about various skincare ingredients, their benefits, and how to use them.
It could also provide tips for building a skincare routine and advice for addressing specific skin concerns.
Each page could feature editorial photoshoots of customers and well-known figures, showing their bare skin alongside testimonials about how they have incorporated Topicals and its products into their routine.
“Fresh Faces: A Skincare Dictionary” would provide an engaging visual journey accompanied by informative explanations, highlighting the diverse range of skincare practices and products that have shaped the industry over the years. It would serve as a valuable resource for consumers looking to learn more about skincare and how to improve their routine, whilst maintaining Topicals’ fun signature aesthetic.
Signature Skin: Name Your Beauty
In 2023, to commemorate Topicals’ 3rd anniversary, I would introduce an unnamed skincare product… stick with me.
The refillable, personalised pouches and tubes could be tailored to various skincare challenges, from hyperpigmentation, eczema to acne. Not only would this be environmentally conscious, but encourages customers to return for more. This initiative celebrates the beauty and individuality of personal care routines, paying homage towards Topicals’ loyal customers who have been instrumental in shaping the brand into what it is today.
Nameless. Limitless possibilities.
This product will be yet another mantra of self-care, a symbol of empowerment and an opportunity to showcase the customers’ imagination and creativity.
In a similar fashion to Byredo's fragrance concept “Nameless”, this product would encourage individuals to infuse their personal touch, and creativity into their skincare experience, allowing them to name and customise the packaging in Topicals’ distinctive bubble typography. Celebrating the unique connection between personal care, self-expression, and the customer’s journey towards clearer skin.
Unleash Your SkinStory
Launching in physical UK stores would be a no brainer for Topicals. I would encourage Olamide to seize this moment to scale and expand the business to meet the vast demand across the pond and capture a significant market share.
As Sephora, the renowned cosmetic conglomerate, makes its mark on the UK market, I would launch an exciting and dynamic campaign titled "Unleash Your SkinStory."
To kickstart the campaign, we would collaborate closely with Sephora UK, leveraging their established platform and reputation as a leading beauty retailer.
Through an exclusive partnership, we would secure prominent placements within Sephora’s flagship Westfield store, complete with specially designed counters that showcase the unique range of Topicals products.
This strategic collaboration would not only grant Topicals unparalleled exposure but also reinforce Sephora's commitment to offering innovative and sought-after skincare brands to their consumer base. Its a win-win for both companies.
The "Unleash Your SkinStory" campaign would take full advantage of the digital landscape, launching a social media campaign under the hashtag #UnleashYourSkinStory. Through visuals and UGC videos, we would expand on Topicals strong community of skincare enthusiasts who celebrate their unique skin journeys. By encouraging customers to share their personal experiences, challenges, and triumphs, we would create an inclusive space where self-expression and individuality thrive.
I would also activate an influencer marketing campaign .. but with a twist. We would offer personalised skincare consultations at Sephora. By connecting customers with dermatologists and esthiticians like Dr. Drew Ewoma and Alicia Lartey, we would empower them to make informed decisions tailored to their specific skin concerns. These consultations would serve as an invaluable opportunity to build trust and credibility while fostering long-term customer loyalty. By partnering with leading figures within the skincare community, we would solidify Topicals' position as a trusted and reliable skincare brand while leveraging their expertise to educate and guide consumers - staying true and authentic to their brand mission.
“Topicals is transforming the way you feel about skin through effective science-backed products and mental health advocacy.”
To amplify our campaign's reach and impact, we would also collaborate with leading personalities in the skincare world, like Elise "littlemissplumful" and Monique "Skinfiltrator,". Elise's experience with TSW (Topical Steroid Withdrawal) and Monique's journey dealing with hyperpigmentation would serve as impactful testimonials, inspiring and empowering customers to embark on their own skincare transformations. Their experiences would highlight the importance of utilising effective products and ingredients in their daily routines, driving home the message of Topicals' commitment to transformative skincare.
By forging strategic partnerships, cultivating an engaged online community, providing personalised consultations, and hosting immersive events, we would bolster Topicals’ position as a beloved skincare brand that celebrates self-expression, personalisation, and the beauty of unique skin stories.
That is, if I was on Topicals’ branding and PR team :)