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Building a Digital Brand through Integrated Ecommerce Strategy
Brand
Dermafique
Category
Health & Beauty
Summary
ITC, a large Indian FMCG conglomerate wanted to enter the premium skincare space. Relying on the growth of Digital beauty brands in the past years, they aimed to rely on e-commerce as the primary platform for brand building and growth. We conceptualized and executed a 360 degree brand building and marketing strategy including existing marketplaces like Amazon, Nykaa, Walmart etc. along with Direct-to-consumer website with comprehensive performance marketing initiatives.
Service
Amazon Strategy & Growth
Amazon Marketing Services
Nykaa Strategy & Growth
Nykaa Marketing
D2C Website Development
Performance Marketing (Website)
Google Advertising
Social Media Strategy
Social Media Marketing
Dermafique, launched by ITC LTD (a large Indian FMCG firm), was a premium skincare brand known for its quality and efficacy. It was a relatively unknown brand in the e-commerce space, lacking the recognition enjoyed by competitors. The challenge was to launch and scale Dermafique across multiple e-commerce platforms, each with unique audience behaviors and requirements.
INSIGHT:
A category analysis revealed the exponential growth experienced by competitors in this domain, owing to a digital-first approach. Personalization seemed to be a key differentiator for the consumers. The core demographic was looking for education in skincare and were willing to invest in efficacious solutions.
TASKS:
1. Brand Identity Development on E-commerce Platforms: A Brand identity was developed through content, imagery and advocates across digital platforms focusing on premium, dermatological and efficacy attributes.
2. E-commerce platform Expansion: Dermafique was launched across 4 major e-commerce platforms with a product strategy tailored to each platform. Overall commercial, supply chain and logistics were aligned to optimize business goals and customer experience.
3. Digital Ad Campaigns: Data-driven digital advertising campaigns were launched, monitored and optimized across platforms such as Amazon, Google and Facebook.
4. Direct-to-Consumer Website Launch: A brand website was created with personalized skin testing tool integrated with recommended solutions for purchase.
5. Comprehensive Social Media Strategy: A comprehensive social media strategy was devised, including content creation, influencer partnerships, and community engagement.
RESULT:
The integrated approach to launching Dermafique as a successful e-commerce brand yielded significant results. Dermafique's ecommerce strategy along with its consistent messaging across platforms elevated its brand salience and established a strong online presence. With data-driven performance marketing, Dermafique maximized its reach and tapped into diverse customer bases, driving sales growth and maximizing its marketing ROI.
Dermafique went on to become 'Amazon's Choice' Brand across 6 skin-care sub-category and was awarded Most promising skin-care brand by Cosmopolitan for 3 consecutive years.
In conclusion, Dermafique's transformation into a successful e-commerce brand showcases the power of strategic planning, brand salience, and data-driven digital marketing in the skincare industry. This case study was a pioneer in its area and set a strong example for many other FMCG brands to take a digital 1st approach.
