Yes To

How to make a natural skincare brand stand out

How to make a nat­ur­al skin­care brand stand out

Natural skincare beauty brand, Yes To, wanted to break the UK market and drive sales of their tomato-based range of scrubs, wipes and cleansers in Sainsbury’s. We came up with a dynamic, two-phased Instagram campaign to appeal to their tough audience of 17-30 year-olds, which highlighted all the major causes of problem skin.

Listen

The mar­ket for veg­an and effi­ca­cious skin­care is grow­ing. Over 50% of UK cus­tomers buy beau­ty prod­ucts made with nat­ur­al ingre­di­ents and 37% say it’s impor­tant whether a prod­uct is test­ed on ani­mals. There’s nev­er been so many beau­ty brands intro­duc­ing char­coal, cucum­ber, coconut oil and even vine­gar into their prod­ucts. So, how could we make sure the Yes To skin­care range was the first choice for con­sumers, part­ners, sup­pli­ers and investors while simul­ta­ne­ous­ly push­ing their Yes To Toma­toes brand?

Plan

Yes To is a super-nat­ur­al skin­care range that’s made from 95% fruit and veg­eta­bles. From char­coal scrubs to coconut cleans­es, its unique for­mu­la­tions and proven results had already made it the fastest grow­ing beau­ty brand in the US. Now, they want­ed to ramp up their UK pres­ence, with a focus on their best-sell­ing brand, YesTo Tomatoes. 

The only way we could help them dri­ve con­sumer aware­ness and increase dis­tri­b­u­tion chan­nels was by devel­op­ing a strat­e­gy that tru­ly set them apart. We want­ed a brand essence and tone of voice that could under­pin every­thing they do, while com­ple­ment­ing the already suc­cess­ful brand they’d built in Amer­i­ca. Our new propo­si­tion, stand­out skin­care”, allowed the brand to start to claim own­er­ship of the cat­e­go­ry and gave them a license to be dis­rup­tive, rebel­lious and brave.

Our cam­paign strat­e­gy for Yes To Toma­toes was to focus on Insta­gram, which was the most appro­pri­ate chan­nel to reach their tar­get audi­ence of 17 to 30-year-olds. We planned to cre­ate a toma­to move­ment, rather than a fleet­ing moment, with engag­ing videos show­cas­ing prod­ucts that would dri­ve buy­ers to Sainsbury’s.

We had a two-pronged approach to get con­sumers on board. First­ly, we sug­gest­ed offer­ing a free 30-day prod­uct tri­al and ask­ing par­tic­i­pants to doc­u­ment the improve­ments to their skin with the hash­tag #changey­ourspots. In the sec­ond phase of the cam­paign we could then use the result­ing con­tent to dri­ve fur­ther sales. 

Deliver

The USP of Yes To Toma­toes is tack­ling prob­lem skin – blem­ish­es, black­heads, spots, dry­ness and excess oil. So, we decid­ed to focus on the cause of these afflic­tions and pelt them with rot­ten toma­toes. We cre­at­ed a series of short videos fea­tur­ing late nights, pol­lu­tion, heat, cold, fast food, stress and hor­mones. These were all aligned to dif­fer­ent prod­ucts in the range, from char­coal scrubs to paper masks, where we could high­light fea­tures and benefits. 

The visu­al style took on the icon­ic red of Yes To Toma­toes and, amidst the sea of typ­i­cal nat­ur­al beau­ty prod­ucts with mut­ed tones and pale pas­tels, the cam­paign real­ly helped the mas­ter brand to live up to its new essence: stand­out skincare”.

Take a look at the web­site: www​.yesto​.co​.uk

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