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Kanzen Skincare is a relatively new beauty brand with a specific niche in creating top-class skincare products for consumers aged 18-35. Because the field of operation is highly competitive, Kanzen focused on leaving a footprint by coming up with a well-thought-out launch strategy. The regard that Kanzen Skincare has for excellence and innovation in its work can be best manifested with a bespoke marketing approach developed in order to impress the target demographic and stay one step ahead at market entry.
Kanzen Skincare faced the significant challenge of breaking into an industry where brand loyalty is typically hard-earned and long-standing. The target demographic of 18 to 35-year-olds is particularly discerning, with a strong preference for brands that resonate with their values and lifestyles. This audience is also highly exposed to various marketing messages, making it difficult for new brands to stand out.
To overcome these challenges, Kanzen needed to generate substantial interest and anticipation ahead of its launch. The brand’s objective was to build a robust pre-launch waiting list and convert this interest into immediate sales on launch day. Additionally, Kanzen had to ensure that their e-commerce platform was optimised for conversion and that their social media presence was strong enough to maintain ongoing engagement. This required a carefully crafted and flawlessly executed strategy that could adapt to the competitive and dynamic nature of the skincare market.
We collaborated closely with Kanzen Skincare to develop a bespoke marketing strategy that would effectively address the challenges they faced. The pre-launch phase focused on building anticipation and interest through targeted social media advertising, particularly on Facebook and Instagram, where the brand's target demographic is most active. We created engaging content that was meticulously scripted, shot, and edited to highlight the unique qualities of Kanzen’s products. In parallel, we launched a robust email marketing campaign, utilising automation and broadcast techniques to keep the audience informed and excited in the lead-up to the launch.
As the launch date approached, our efforts shifted towards ensuring a seamless transition from interest to conversion. We optimised Kanzen’s website and Shopify store to enhance the user experience and increase conversion rates. Remarketing strategies were deployed to re-engage potential customers who had interacted with the brand but had not yet made a purchase. Additionally, we designed and implemented a series of promotional offers to incentivise first-time purchases, aligning these efforts with the brand’s launch to maximise impact.
The strategic approach we implemented for Kanzen Skincare led to an overwhelmingly positive outcome. The pre-launch efforts successfully generated a large waiting list of potential customers, who were eager to engage with the brand from the moment it launched. This anticipation translated into immediate sales on the day of the launch, with conversions occurring almost instantaneously as a result of the optimised e-commerce platform and targeted promotional offers.
Post-launch, the brand saw continued success as our remarketing efforts brought back leads who had previously shown interest, further boosting sales. Social media engagement was robust, with a marked increase in interactions across the brand’s profiles. The content we created not only drove paid advertising success but also bolstered the brand’s organic reach, ensuring sustained visibility in a crowded market.
