Skincare Brand Relaunch - A No Ads Approach

Jul 12

The Challenge

Skinbuzz is a well established skincare brand with an incredibly loyal customer (100% repeat purchasers, 4+ sales per customer), with zero new customer acquisition.

The founder wanted to restart growth after taking a break from marketing the brand, while maintaining core brand values that meant not having the brand on Amazon or using Meta advertising.

The Approach

I developed a strategic 4-part funnel focusing on organic channels and customer education rather than a complete brand overhaul.

Focus was on connecting with new audiences like the existing core Skinbuzz loyalists.

Key Channels:

Organic social media (Pinterest, Instagram, Facebook) with visuals and content re-designed to attract the core consumer
SEO Shopify site optimization and strategic blog content writing
PR outreach & strategic partnerships
Email marketing and Google Ads for retargeting

6-Month Results

Business Performance

AOV increased 30%
Conversion rate up 113%
40% new customers - previously 0%

Social Media Performance

50% month-over-month increase in reach
25% increase in engagement
Verified new customer acquisition from social channels, google search (first-time buyers)

3 PR features secured, including founder interview with LA-based publication
Summer Sales Event created in partnership with a values aligned company - bringing in a new audience
Enhanced SEO performance through strategic content

Key Success Factors

Values-first approach: Found creative growth solutions within brand constraints
Education-led strategy: Positioned as skincare expert, not just product seller
Customer-centric messaging: Leveraged existing satisfaction as growth engine
Multi-channel diversification: Reduced dependency on any single platform

The Bottom Line

Skinbuzz successfully transitioned from retention-only to active new customer acquisition while maintaining brand integrity. The foundation built through organic channels and strategic PR positions the brand for sustainable long-term growth in the competitive skincare market.

Results achieved through strategic channel selection, educational content approach, and value-aligned marketing within significant platform constraints.

Tina Bar