Transforming online design to make acne cure products easy to find

Background There's a monthly average of 1,000,000 google search queries on acne and acne-related concerns and products in Singapore, Malaysia, and Philippines. Top Searches for July 2019 include benzoyl peroxide, acne care soap, pimple marks removal, acne scars, pimple patch, and acne treatment. A whooping 20% of Sephora Beauty Pass members also identified acne as their biggest skin concern .

Problem Sephora's onsite flow prioritizes ease of finding products based on type and categories, instead of skin concern. Competition, on the other hand, is quite aggressive in targeting these people by coming up with discounts focused on acne products, as well as dedicated sub-category pages.

Solution

1. Creation of a curated page for Singapore, Malaysia, and Philippines containing best acne products, categorized further per ingredient.

2. A 360-marketing education campaign on proper acne care and cure:

- Limited edition gift with every minimum purchase of acne products, boosted via Facebook advertising

- Blog articles highlighting ingredients to use

- App and Web billboards redirecting to the curated landing page

- Push notifications

- Social pieces

- Product highlights via email marketing

Results

- 200% increase in site searches on acne products

- 25% revenue uplift on acne products

My Role in the Project

I worked on the research and analysis that justified the need for the campaign. I headed coordination with all the markets involved to create their respective local pages, briefed the creative team on all the regional requirements and launched the campaign in the Philippines. I also worked on the regional post-mortem findings.