As the world’s #1 professional skincare brand, Dermalogica is known for their skincare products that have become household names for many. Beyond their core products, they also have between 6-10 new product launches every year. With influencer engagement and content becoming more of a focus for the brand than ever before, Dermalogica came to Bonus Track to develop a content-first, educational launch event for media and influencers.
Media and influencers attend endless events for skincare brands, but we saw an opportunity to design an event focused on education and content creation. To launch Circular Hydration, we developed an immersive content studio that saw our guests becoming cover stars for the day.
Evoking that ultra fresh, cool girl-feel, the wet-look has been a trend that spans the pages of beauty editorials through to the red carpet lately. Sported by style mavens like Kim Kardashian and Zendaya to TikTok stars and models off duty, this look ranges from low-key to high drama, but always makes a statement. For the launch of Circular Hydration, we took advantage of this surging trend by inviting select media and influencers to experience the cover star treatment. They spent the day receiving skin treatments by Dermalogica skin therapists, hair and makeup from Franceline Graham, Claudine Baltazar, Aniya Nandy and Teisha Grant and posing for a mini photoshoot session with Renata Kaveh. No-makeup-makeup was the look of the day, with an emphasis on dewy, healthy-looking skin using Dermalogica complexion products. While wearing Dermalogica-branded robes and having the new Circular Hydration Serum applied to achieve the wet look in front of the camera, the shoot day was ripe with exciting BTS moments for creators to share, flooding the feeds of their followers.
We had zero drop off on the day of the event with 18/18 guests showing up including tier A influencers such as Liv Judd, Katia Kramble, Jaclyn Forbes and Torri Webster. As a result of our content shoot, we saw over 160 pieces of social content resulting in over 12 million impressions across TikTok and Instagram.
The cherry on top? Because of the flow of the event that we developed and the multiple shareable moments, we saw our influencer guests sharing not only their final portrait images, but also recaps and reels of the event experience on Tiktok, generating additional social coverage.