Did Topicals Set a Whole New Standard for Marketing with Their Brand Trip?
If you're into skincare and haven't heard about this not-so-new, terrific skincare brand that is
causing an uproar on the internet, sorry not sorry, but you've been living under a rock.
Topicals is a skincare brand founded by Olamide Olowe and Claudia Teng in 2020.
They're a brand known for targeting stubborn skin conditions and in the short time since they've
launched, already have a track record of success.
A quick look at their social media pages screams, “fun brand, you're welcome!” and we have to
give it to their PR team (or whoever is the originator of the idea) for thinking of translating that
fun into something more... realistic, and set it in December, the very month where there's a
plethora of vibrant hangouts and parties in Nigeria and Ghana.
So, in December of 2023, Topicals took some influencers from different races and countries, on
a trip to Ghana for a common ‘celebration’ held every December in Nigeria and now, in Ghana,
called dettydecember.
The purpose of dettydecember is basically to spend time with friends and family, partying,
eating out, doing fun things and of course, traveling.
Topicals is definitely not the first brand to go on a brand trip with influencers, but we can't deny
that their trip has set a standard, especially for beauty brands.
This trip showed the authentic, unfiltered lives of these influencers as they use the products in
real time.
Throughout the trip, they used unique hashtags, #TopicalsGoneToGhana #dettydecember,
which helped to amplify the brand's voice and make it easy for their audience to follow the story.
Some of Topicals’ products that were used a lot during the trip were the TikTok famous Slick
Salve Mint Lip Balm and Faded under eye masks. And, I mean, their regular use of the eye
masks was a no-brainer as it does a great job of fading and de-puffing dark eye circles,
brightening, cooling and hydrating them.
In all this, Topicals’ goal is to transform the way one feels about one's skin. The brand shifted
from the conventional theme of many beauty brands these days, to focus on embracing their
perfectly imperfect skin, while using products that effective and safe.
Plus, this thoughtful brand more than only targets chronic skin conditions, but deals with how
these conditions can take a toll on one's mental health.
Come on, what's NOT to love about this brand?
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