Earth To Skin is a skincare brand that offers affordable, clean and natural beauty products with the goal of making clean beauty accessible to all consumers. The brand was launched in collaboration with Walmart and Cosmax USA, with four different lines of products catering to various skincare needs, including Honey, Super Fruits, Tea Time, and Super Greens.

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Challenge

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As a new brand, Earth To Skin had limited brand exposure and reach. The challenge was to develop an omnichannel marketing strategy that could establish the brand's image and messaging to consumers, compete with other skincare brands in the industry, and expand brand awareness beyond the Walmart customer base. Additionally, Earth To Skin needed to collect digital data efficiently to leverage website and consumer insights to identify gaps for improvement in strategy.

 

 

 

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Discovery

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To increase brand awareness and capitalize on the growth of influencer marketing, Earth To Skin needed to develop, grow, and maintain customer and influencer relationships. The brand needed to advance on all relevant social platforms and maintain press exposure to up-keep engagement and accelerate website traffic. Creating content that highlighted Earth To Skin's products and formulas clearly and effectively was crucial to grab consumer attention and stand out from industry competitors.

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The marketing team at Earth To Skin incorporated unique and engaging marketing campaigns that helped engage consumers with the brand. They focused on understanding what behaviors drove new website visitors to shop. By establishing CRM for customer concerns and maintaining constant communication with current subscribers, followers, and potential customers, the brand built and maintained a relationship with its customers.

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Incorporating creative content such as online trends and collaborating with micro-influencers led to a fun, interactive community that could reflect the brand's products and image of effortless, non-intimidating, affordable skincare for all ages.

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By monitoring viral videos with popular influencers mentioning their products, Earth To Skin was able to see which products gained popularity and caused product sales to increase in both Walmart stores and online.

Finally, Earth To Skin's email campaign flows, SMS marketing, strong influencer partnerships, and social media campaigns reintroduced the new site to customers and introduced the e-commerce platform to new visitors, encouraging first-time visitors to subscribe to emails through discount and free-gift incentives.

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Review

 

Overall, Earth To Skin's digital marketing strategy resulted in increased brand awareness and sales, and a more engaged and loyal customer base. By leveraging social media and influencer marketing, the brand was able to expand its reach beyond the Walmart customer base and appeal to a wider audience. The integration of data systems allowed the marketing team to make informed decisions, resulting in a successful strategy that met the brand's goals of establishing its image and messaging, building a loyal customer base, and driving sales.

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