Founder Enrico Frezza was never a fan of traditional eye creams because they were too messy and would often run into his eyes, and he limited using prescription retinoids to minimize the appearance of wrinkles under his eyes to 2-3 times per week to prevent any harsh side effects. Being the active ingredient enthusiast that he is, Frezza took matters into his own hands to encapsulate retinol with partner ingredients like squalane and peptides into an eye serum-balm hybrid dispensed in one powerhouse stick, and so was born his latest innovation and eighth industry-first product: the Retinol Eye Stick.
Our team developed a comprehensive campaign across digital and social channels that would:
Reach wide audiences pre-launch creating awareness, building hype and guiding them to the unveiling of the Retinol Eye Stick
Target consumers that were skeptical about retinol, educating on the product’s gentleness and effectiveness, turning them into repeat Peace Out Skincare customers
Educate audiences with content leveraging the product’s hero benefits, positioning it as the first ever encapsulated retinol eye treatment in the industry, further reinforcing Peace Out Skincare as an authority in innovation
Drive consumers to sephora.com and peaceoutskincare.com to purchase the Retinol Eye Stick
To amplify the Retinol Eye Stick launch on December 21 alongside our retail partner, Sephora, our team developed a multi-faceted digital and social campaign focused on three major messaging points highlighting the product’s hero benefits: ‘Refine Your Lines,’ ‘Treat + Hydrate in 1 Step,’ and ‘Encapsulating Is Key.’
The robust digital campaign consisted in pre-launch product teasers, waitlist + promo code announcements and countdown ads across all social channels, email and SMS to build excitement and create new audiences that would later be retargeted with display ads, banners, paid social media content, blog posts, campaign videos and more
Custom Retinol Eye Stick filters, an IGTV series featuring campaign videos and founder testimonials, UGC, before and after transformations, dermatologist features and educational videos were strategically introduced on Instagram, TikTok and Pinterest with the hashtag #RefineYourLines
We activated our #skinchamps community – groups of macroinfluencers, microinfluencers and nanoinfluencers – with early product seedings and integrated their content into the campaign
Enrico Frezza’s vision and product innovation turned out to be another big win as the Retinol Eye Stick is Peace Out Skincare’s most successful product launch to date, outperforming by 1.2x the December 2019 launch of Peace Out Wrinkles – our retinol-infused microneedling patch. It was also the our top performing campaign of 2020.
Heavy focus placed on SMS as a key direct marketing platform for early access and waitlist sign-ups paid off. The Retinol Eye Stick launch performed 7x better than predicted and it was our top performing SMS campaign of 2020, outpacing Cyber Monday marketing activations which were notably successful.
The paid media strategy has seen a Return Of Advertising Spend of 4.31 and growing, an exceptional performance in comparison to the standard success indicator of 4
The campaign’s success also translated into sales at Sephora and on Peace Out’s e-commerce site. Within 10 days it was the #1 eye treatment and the #1 retinol product at Sephora, and consistently ranked as the #1 best-selling skincare product on Sephora.com. The Retinol Eye Stick has driven 30% of Peace Out Skincare’s total business since launch and 25% of our e-commerce business in 2021. The Retinol Eye Stick has sold out six times since launch at Sephora and on peaceoutskincare.com.
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