Our solution
Social content and creators are at the core of trends and regimes when it comes to the skincare and beauty conversation. Yet our research told us people were struggling to separate the truth from the noise to find effective skincare solutions, leaving them feeling undereducated about what’s best for their skin. In a world where every scroll brings a barrage of superficial beauty claims, we wanted to restore trust in the category.
Our plan? To leverage the credibility of trusted voices, peer-to-peer education and expert backed advice to show how simple yet effective beauty innovation can be. This would come to life through our biggest creator campaign to date: Generation Glow.
Generation Glow wasn’t limited to a specific age – or gender, skin tone, body type or lifestyle. Instead, Generation Glow represented Shark Beauty’s ageless skincare community who were passionate about showing real skin and real results.
We kicked off Generation Glow’s launch phase with our 56 Faces activation. 56 leading skincare and beauty influencers including Dr. Ewoma, Caroline Hirons and Jordan Hames flooded the feed across Instagram and TikTok every 15 minutes for the first 24 hours of the campaign’s launch. Why 56? Because with CryoGlow’s unique InstaChill Cold Technology and four modes for all skin tones, results can be achieved in just 56 days.
What resulted was a range of dynamic, diverse content across Generation Glow and throughout the ensuing four-week campaign. We achieved 3 million impressions, almost doubling our target of 1.6 million; and 72k engagements, surpassing our target of 58k by 24%. 11 pieces of content went viral, driving relevance in the noisy skincare sector.
Meanwhile, a staggering 72% positive sentiment rate proved we’d achieved our goal of driving relevance through trusted recommendations, with Generation Glow and the wider CryoGlow fan community becoming advocates of the product and brand. In fact, 99% of overall sentiment was positive or neutral, with questions around product use or an interest in getting further insight contributing to 27% neutral sentiment.
Finally, CryoGlow content was suggested as a result for the “best LED mask” search term on TikTok, delivering our objective of generating conversations around skincare innovation. What’s more, we actually helped move the needle with consumers – with our campaign resulting in 3,000 units of the product sold via social channels on launch day alone. A glowing success all-round.
