Smoothing the path to purchase

Segmentation

For some women, removing facial hair can be a sensitive subject. Research showed that opinions, attitudes, and feelings differ from one person to the next. With that in mind, we segmented our audience into three categories, so we could resonate with many – not just a select few.

Retargeting

With our audience primed, we retargeted each segment with a series of follow-up ads. Different segments needed a different approach. For some, we dialled up the message intensity of hair removal. For others, we dialled it down. Striking the right balance between both was key.

Educating

Then, we had to fill the knowledge gap. Our research showed that some women didn’t know what dermaplaning was. But we couldn’t just tell them, we had to show them too. So alongside our core ads, we demonstrated the product in action with a series of ‘how-to’ videos.

Influencing

We wanted to extend our reach beyond the masses with smaller communities. Niche communities. Engaged communities. And we worked with two types of influencers to find them:

• The Experts: career beauticians and specialists.

• The Enthusiasts: everyday bloggers and hobbyists.

The Creative

Our creative was split into two types of content. Short-form content was used to introduce dermaplaning, answering the whys. Long-form content was used for in-depth product tutorials, answering the hows.

But standing out was our biggest challenge, since many beauty pages on social media were already hogging a disproportionate share of attention. After some social listening, we discovered that #OddlySatisfying was the trending movement – so we decided to ride the wave. But instead of trendjacking, we made our own version. #SatisfyinglySmooth was born – harnessing the trend while nodding to a key product benefit.