At Shark Beauty, innovation starts with identifying and providing solutions for unmet consumer needs. We show up where consumers actually discover new products: on social. In the LED mask category, we observed a social landscape that was visually repetitive, clinical, and intimidating—dominated by sterile demonstrations that failed to connect with real routines or real people. Our objective was to disrupt the social conversation around LED masks with a social-first campaign that felt eye-catching, relatable, and culturally fluent.
Guided by Shark Beauty’s consumer-first ethos, we set out to make advanced skincare technology feel approachable rather than aspirational. Instead of leading with technical explanations, we focused on content designed for social behavior—scroll-stopping visuals, intuitive storytelling, and real-world use that reflected how consumers actually engage with beauty content. The goal was to meet audiences where they already are, using formats and language that invited participation rather than intimidation.
We set out to show that CryoGlow is more than just an LED mask. Through social-native education, we highlighted the full, med-spa-inspired experience behind the device—combining high-energy LED, deep-penetrating infrared, and under-eye cooling in a single session. We demonstrated how CryoGlow addresses multiple skin concerns at once, from acne and fine lines to depuffing and recovery, eliminating the need for multiple tools or complicated routines.
Our objective was to reframe expectations of at-home skincare tools through social-first storytelling and visible results, proving that when innovation is rooted in real consumer insight, high-performance beauty technology can feel both powerful and effortless.
To break through a saturated skincare device category, we built a social-first strategy rooted in how beauty is actually consumed today—fast, visual, personality-driven, and credibility-led. Instead of competing in a crowded LED conversation, we focused on scroll-stopping creative that sparked curiosity within the first three seconds and immediately signaled that CryoGlow was different.
We knew our biggest challenge with this launch would be establishing credibility. Entering the skincare space for the first time, we recognized that our strategy needed to be tailored to help us stand out in a crowded market. Through content featuring dermatologists, we were able to leverage credibility in the space and ultimately support our owned organic content.
With this insight, we anchored the strategy in distinct creator cohorts to drive both authority and relatability, including dermatologists, beauty enthusiasts, overscheduled lifestyle creators, and comedic talent. We intentionally balanced education and entertainment via content formats that ranged from in-use demos and before-and-after results to quick-take testimonials and comedic skits.
Dermatologists like Dr. Zubritsky* brought clinical credibility, breaking down the science behind LED benefits in an educational but digestible way. Their content focused on skin concerns like inflammation, acne, and collagen support—clearly articulating why CryoGlow delivers more than traditional LED masks.
On the other end of the spectrum, lifestyle and beauty creators like Alix Earle* integrated CryoGlow into real, everyday routines, filming GRWMs, post-work reset moments, and pre-event prep. Rather than staged, spa-like visuals, the device showed up on bathroom counters, in bedrooms, and during busy mornings. This helped not only show the technology but reinforce that it will seamlessly fit into someone’s real life routine.
To expand reach and cultural relevance, we also leaned into comedy creators, like Madison Humphrey* and Delaney Rowe*, to use humor to dramatize the experience, tapping into exaggerated self-care personas and relatable skincare struggles. The entertainment-first angle significantly boosted shareability and helped the campaign break outside of traditional skincare audiences.
Visually, we ensured CryoGlow stood apart from other LED masks on feed. Creators highlighted the full multi-benefit experience, LED + cryotherapy, framing the product as a complete skincare ritual rather than a one-note device. Close-up texture shots, cooling reaction moments, and real-time skin feedback reinforced the differentiated experience.
By pairing clinical authority, lifestyle integration, and culturally relevant humor, we reframed CryoGlow from “just another LED mask” into a must-have, multi-benefit skincare ritual to drive awareness, consideration, and conversation across platforms.
* All creator likenesses and examples referenced above are included for submission purposes only and are not approved for external use, distribution, or promotional materials.
The campaign for CryoGlow delivered immediate scale and sustained momentum, breaking through a crowded LED mask category and shifting how advanced skincare showed up on social platforms. It drove conversation around CryoGlow within culture - organically appearing on Late Night with Seth Meyers in his segment with Sabrina Carpenter and Charlie Puth’s tour announcement content by Benito Skinner and Mary Beth Barone.
Influencer performance was a key driver of success. We partnered with 174 unique creators, generating 336 total posts that showcased a range of skin concerns, routines, and content formats. This breadth of participation helped normalize the product in everyday skincare conversations and reinforced accessibility.
These creator partnerships produced 89M+ organic impressions, with paid amplification intentionally excluded to reflect true creator-led impact. An additional 220M+ added-value impressions were driven through previous influencer relationships, gifted talent, and surprise-and-delight moments, demonstrating sustained interest and ongoing advocacy well beyond a traditional campaign window.
Content performance aligned with campaign objectives. Education-led demos, before-and-after moments, and in-use storytelling increased understanding of CryoGlow’s multi-benefit technology, while entertainment-forward formats drove repeat exposure through saves, shares, and organic reposts.
These efforts delivered credibility, longevity, and scale simultaneously – leading to CryoGlow becoming the #1 skincare facial device in the U.S.**. It built awareness while deepening understanding, turning social discovery into lasting consideration and reinforcing Shark Beauty’s position as a leader in approachable, results-driven beauty technology.
** Circana, LLC, Retail Tracking Service, Skincare Facial Devices/Tools, USD Sales, 01/25-08/25