Fig.1

In a market as saturated as beauty, having a clear and unique proposition is non-negotiable. The brands that truly break through are those with a clear point of view.

Services

Asset Production

Campaigns

Social Media

Web Design and Development

Industry

Beauty

Year

2023

CONTEXT

U.S based skincare brand, Fig.1 are a new entrant into the skincare market. A brand where derm-developed, clinically proven, and refillable skincare meets affordability. They had the backing and belief in their approach but today’s beauty consumers demand more than just functional benefits. They’re seeking brands that align with their values, identity and aspirations. Fig,1 weren’t nurturing this connection and it was affecting every part of the conversion journey.

CONNECT THE DOTS

Instead of rebranding we looked to reconnect. Fig.1 had been targeting a wide range of demographics. But the reality of a scatter gun approach is that it rarely hits the bullseye. This meant the brand wasn’t memorable causing a lack of refreshed interest at the top of the conversion funnel. We conducted in-depth research to find the exact audience persona that Fig.1 could connect with and begin to retarget their comms.

CENTREPIECE, NOT WALLPAPER

Once you find the demographic, you need to keep them interested. Fig.1’s marketing approach lacked creative depth and had structural issues, it was oversaturating the target audience and affecting the brand consideration. We redefined the creative to focus on seasonal and functional brand benefits, using AI optimisation to clearly define the correct information. Then repurposed the marketing approach across Meta and Google. Now, Fig.1’s product and brand messaging was seen in the right way, in the right time, in the right place.

ALL LINKS MATTER

There was a final hurdle. Conversion. We were driving traffic towards the site, but the bounce rate was high. The SEO, layout and structure of the website was causing a disconnect between important information, digital PR and the consumer. We optimised the homepage and landing pages within the site, creating user friendly checkout processes and message personalisation. In performance marketing, you’re as strong as your weakest link. The whole digital ecosystem needs to be thriving.

TEST & LEARN

To create a fullproof conversion journey, a test and learn process is necessary. We have constantly been returning to our strategy, checking and optimising every decision from audience persona to creative messaging placement. Fig.1 are now reaping the rewards.