Deconstruct Skincare aimed to address consumers’ skincare concerns by encouraging them to make informed decisions via content creators which generated 15 million + views. Here’s how they did it.
This case study explores how Deconstruct Skincare raised awareness about care routines through technical, information-driven content to attract the bottom and top of the funnel.
Category Introduction
The revenue in the Skin Care segment in India amounts to US$8.07 billion in 2023 and the market is expected to grow annually by 3.29% (CAGR 2023-2027). By 2023, 89% of sales in the Skin Care segment will be attributable to Non-Luxury goods.
Brand Introduction
The demand for appropriate skincare products are mostly being met by importing or substituting them with international products that are not always suited for Indian skin.
Consumers want solutions to their concerns but at the same time want to know what all went inside the product, if it in any way can harm them. For the new age consumers the science behind what makes a product work gives them a compelling reason to choose them over the generic products available in the market as they are able to build a deeper trust with the brand.
Deconstruct Skincare aims to bridge the gap that currently exists in the market, with the prime aim of providing customers with ample information regarding the products and the ingredients that go into them.
In India, the wide array of skincare brands that exist doesn’t often provide their customers with information regarding ingredients and the scientific method behind the formulations of their products, thereby creating a distance between the consumer, and the production processes. Often, customers are unaware of the ingredients contained within the products that they are using, also resulting in misinformation and bold frivolous claims regarding skincare products.
Summary
To nudge people to make their own skincare choices in a tone that digital natives appreciate, Deconstruct Skincare collaborated with content creators like Barkha Singh, Ayush Mehra, Urooj Ashfak, Saloni Gaur amongst others. The idea was to create awareness towards the brand & its messaging #CozYouKnowBetter through videos that are native to each content creator’s page. Overall the videos garnered more than 15 million views.
Objective
In China, about 50% of the contribution in the beauty and personal care category comes from skincare, followed by Indonesia at 25%, while India only spends 12% on skincare products, inclined more toward oral care, body care, and haircare, creating a massive opportunity. The per capita spending on beauty and skincare in India is less compared with a similar per capita market like Indonesia. India spends around $2 per capita on skincare/personal care products whereas Indonesia spends about four times more.
With the thought to bridge this gap and help inform consumers, the brand had these objectives:
- To create brand awareness using content creators in an organic manner
- To inculcate this belief that skincare should be an informed choice taken by a person on their own
Execution
The brand used content creators to first inform them and create awareness and then drive action. Deconstruct contextualized their approach while designing the branded content campaign.
For influencers who drive users at top of the funnel (awareness, interest), the messaging was kept native to their audience and influencers with bottom funnel expertise (desire and action) had a more technical and information-driven script. For example, social media stars Barkha and Ayush's content was about their chemistry as they are popular for that and their video got a 14% engagement on Ayush's feed with 1.7 million organic views. People left positive comments praising the content.
For a stand-up comedian like Urooj Ashfaq, a stand-up skit around the current state of skincare was made live.
Saloni did a fun banter in collaboration with her grandmother & mother, making relatable content.
Results
The campaign garnered over 15 Million views and has been well received with positive comments backing it. e.g. One user wrote 'Agar aise mast ad aaye toh koi skip na kare' (Nobody will skip the ads if they are made like this) while some users tagged their partners in the comments, which was the theme of the video.
Speaking on the same, Ambika Singh, Brand & Marketing Manager, Deconstruct Skincare said, “Social media is a powerful platform to influence people, but as brands it is of utmost importance for us to understand that people use the platform to be entertained first. The influence will happen much better if the audience feels that the branded content was not forced onto them. Whenever we are planning any campaign with an influencer we clearly mention it in our brief that they’ve to come up with stories that are native to the influencer’s storytelling style & not the brand’s. We also do our research on influencer’s profiles to figure out best-fit stories. This way all the influencer collabs also end up looking very distinct from each other, so even if the same consumer sees the communication on multiple influencers’ channels they still feel it to be refreshing rather than monotonous.”
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