Skincare Brand Relaunch - Finding New Fans
Fractional CMO Deliverables
Holistic marketing plan
Social media
Email marketing
Customer avatar development
PR & Collaboration strategy
Google ads strategy
KPI tracking
Skinbuzz.com product -line
The Brand
SkinBuzz is an established, award-winning skincare brand focused on clean, effective products made with integrity that support all skin types and ages. The line harnesses the power of bees through natural bee-powered ingredients including propolis, bee pollen, royal jelly, and beeswax.
The Challenge
Picture this: You've got a skincare brand with customers so obsessed they're buying 4+ times each and literally have a 100% repeat purchase rate. Sounds like a dream problem, right?
Not exactly.
SkinBuzz had built something incredible, a cult-like following of loyal customers who couldn't get enough of their products. But here's where the problem came in: they weren’t acquiring new customers, meaning sales and growth were stagnant.
The founder was ready to restart growth after taking a marketing hiatus, but it came with some restrictions. Compromising on her values was a non-negotiable. That meant no Amazon listing and no paid Meta advertising.
The real challenge? How do you build brand awareness, and acquire new customers with no ad budget or support of an established marketplace.
The Strategic Solution
Instead of fighting against the constraints, I leaned into what made the brand special (Bee Powered Ingredients) and aligned the messaging with what the Skinbuzz loyalists love about the brand to find more customers like them!
I built a strategic 4-part funnel that layered in Discoverability, Awareness, Education, and Conversion paths for this line of obsession-worthy products and the people who just hadn't discovered them yet.
The channel mix:
Organic social (Pinterest, Instagram, Facebook) with a complete visual and content redesign aimed at attracting the discerning Skinbuzz skincare customer
SEO and strategic blog content that positioned the founder as the skincare expert she actually is and educated on the power of the unique ingredients and female empowerment message.
PR outreach and strategic partnerships that amplified the brand messages and created new awareness and discoverability channels.
Email marketing and Google Ads retargeting to nurture the warm audiences I was building.
The beauty was in the simplicity – show up authentically with clear messaging, compelling visuals, and connect in places where your best customers look for information, education, and inspiration. No hard sells, no buy now advertising, soft messaging that puts the power in the consumers hand and builds long-term trust and relationships.
6-Month Results
The Business Metrics That Matter
AOV jumped 30% - customers buying more and exploring multiple products within the assortment.
Conversion rate more than doubled – up 113%
40% new customers (remember, they started at 0%)
The Social Proof I Love to See
50% month-over-month increase in reach across all platforms
25% boost in engagement – not just vanity metrics, but real connection
Verified new customer acquisition directly from social channels and Google search
3 solid PR features including a founder interview with an LA publication that perfectly matched their audience
The Additional Wins
Launched a Summer Sales Event in partnership with a values-aligned company that brought in a completely new audience, resulting in email list growth, increased social reach and new customers.
Got featured and started selling on The Grommet – a discovery platform that's perfect for their demographic and educated on the signature sunscreen product. Acquired new customers attributed directly to this partnership.
Enhanced SEO performance through strategic blog content that actually drives qualified traffic. Ranking for relevant keywords that had 0 visibility when we started.
Why This Worked
Instead of feeling restrained by the no META, no Amazon rules I used them as guardrails and signals to lean into a truly values-driven marketing strategy. Collaboration and open and honest communication with the founder helped keep all the messaging and positioning of products aligned with the brand vision and truly speak to the right customer.
Values-first creativity: Instead of seeing the "no Amazon, no Meta" constraints as limitations, I used them as guardrails for finding more authentic growth channels that actually aligned with where this audience looks for ethical skincare education and solutions.
Education over selling: Positioning the brand as a skincare and ingredients expert rather than just another trendy skincare line. Education and transparency are core-values that are communicated clearly and visibly in all marketing. This built trust first, sales second – which is exactly how sustainable brands grow.
Existing customer intel: I treated those 100% repeat purchasers like a goldmine of market research. Every piece of content, every partnership, every blog post was designed to attract more people who thought and acted like them.
Platform diversification done right: By building across multiple organic channels, I created a growth engine that wasn't dependent on any single algorithm or platform change and chose partners that could build long-term relationships vs. singular influencer campaigns.
The Bigger Picture Win
SkinBuzz didn't just start acquiring new customers – they built a sustainable acquisition system that honors their brand values while setting them up for long-term growth in one of the most competitive verticals out there, beauty.
The foundation I built through organic channels and strategic PR positioning means they're not just growing, they're growing with the right people, in the right way, for the right reasons.
The bottom line? Sometimes the best growth strategies come from working within your constraints, not around them. When you're crystal clear on your values and your ideal customer, creative solutions can be found, implemented and scaled.
This transformation happened through strategic channel selection, education-first content approach, and values-aligned marketing – proving that sustainable growth doesn't require compromising your principles.
Ready to Unlock Your Brand's Growth Potential?
The Skinbuzz cases study illustrates what becomes possible when strategic thinking meets authentic brand values. Not every business faces the same constraints, but every brand deserves growth strategies that honor what makes them unique while delivering measurable results.
If your brand has hit a plateau, is struggling with customer acquisition, or simply needs a fresh perspective on sustainable growth, I'd love to explore what's possible together. Whether you're dealing with platform limitations, audience challenges, or the need for creative constraint-based solutions, there's likely a path forward that aligns with your values and drives real results.
Ready to discuss your growth strategy? Let's start a conversation about how thoughtful, values-driven marketing can transform your business outcomes while staying true to what matters most.