Scaling Creative for Skin Care

Established in 2014, the brand developed a new technique to remove skin tags from home and dominated the e-commerce space. By the time I joined in 2021, the category had become saturated with low-quality copycat competitors, often supported by poor creative that undermined trust and credibility across the market.

There was a clear opportunity to reposition the brand through more contemporary, premium creative that would differentiate it from competitors and re-establish category leadership. I developed updated brand guidelines and a clearer visual language designed to feel more credible, modern, and medically trustworthy.

A key challenge was simplifying an unfamiliar product and helping customers make the right purchase decision with confidence. This informed a design approach focused on clear visual communication - demonstrating how the product works, highlighting the differences between models, and guiding users toward the correct size selection. These principles shaped both the PDP experience and the Amazon storefront.

Alongside the rebrand, I developed and led the social strategy. The approach centred on scrappy, mobile-first content, using at-home filming and repurposed UGC to showcase real results and build trust through authenticity. This significantly increased engagement, reaching over 15million organic TikTok views and contributed to measurable sales growth.