Empowering Skin Enthusiasts: The Skin Lovers Club Journey

Skin Lovers Club serves as the exclusive membership program for Neutrogena and Neostrata brands, offering a unique avenue to register skincare purchases, accumulate reward points, and redeem them for premium products. As the Creative Leader, my role extended beyond merely crafting a brand image; it encompassed shaping the brand’s language and tone on social media. Rather than a conventional discount club, we envisioned Skin Lovers Club as a haven for passionate skincare enthusiasts, offering not only special discounts but also a rich tapestry of behavioral insights, beauty hacks, and engaging content.

Our commitment to engagement and innovation extended to platforms beyond Instagram. In collaboration with the Pinterest team, we orchestrated a strategic pin campaign. This initiative ingeniously bridged skincare guidelines with the most in-demand search terms and trending themes on the platform, expanding our reach and influence.

A groundbreaking addition to our portfolio was the introduction of Skin 360, a cutting-edge facial scanning technology designed to decode individual skin profiles and provide tailored recommendations. Faced with budget constraints for its launch, we embarked on a creative journey. We took existing American footage and meticulously adapted it for the Brazilian audience. Our approach was simple yet brilliant: treat it as a translation, infuse it with playful dubbing, and reframe a two-minute video into four engaging short clips. To bring this vision to life, we enlisted the services of influencer and voice actor Jefferson Schroeder, celebrated for his ability to breathe life into captivating and humorous characters with his voice.

In essence, Skin Lovers Club embodies a fusion of innovation, creativity, and engagement, transcending conventional beauty club norms to become a vibrant community of skincare enthusiasts.