Priori Skincare
Brand Strategy, Campaign Concepting, Copywriting, Content Strategy,
Influencer Marketing, Social Media Management
The Ask
Priori is a line of science-backed, professional-grade skincare. Originally, Priori only sold to dermatologists and medical spas, but as their products amassed a cult following in the professional community, the brand decided to broaden their product offerings and make their skincare accessible to everyday users. As Priori geared up to introduce their products to a whole new audience, they reached out to us for a comprehensive brand strategy to aid them in their launch.
The Deliverable
Along with the Workhorse team, I helped to strategize the new Priori brand—specifically working to flesh out brand positioning through core messaging as well as defining the brand’s identity through tone and voice. After establishing the new brand, I was responsible for executing an ongoing marketing plan that encompassed social media strategy, a robust influencer marketing program, and email marketing which I managed over the course of two years.
Starting from scratch is no easy feat, especially with a brand message as layered as Priori’s. Our challenge was to find a way to convey Priori’s ultimate, yet slightly elusive selling point, ‘adaptive skincare’ in a simple and digestible way. Additionally, we needed to peak our new audience’s attention on social media, where niche skincare communities run rampant. We achieved both through thoughtful and educational copywriting on social posts, supported by a diverse influencer marketing program to help spread our ‘adaptive’ gospel to the IG skincare community.
Along with our social media efforts, we extended the educational content to our email marketing program through the creation of a monthly newsletter. The purpose of this newsletter was to increase our interactions with the audience, facilitate meaningful dialogue, and provide value beyond our products. Additionally, the newsletters gave us the opportunity to connect with our audience on a more personal level—here we could show up as skincare experts by offering knowledge to our community, over time helping us gain the trust and loyalty of our readers.
Over the span of our partnership with Priori, the brand expanded their product line in an effort to meet the ever-evolving needs of their new customer base. I worked alongside our team’s art director and was responsible for concepting the visual direction and positioning for two separate product launch campaigns—Naturally Adaptive Skincare, their line of all-natural, turmeric-based products, and Next Generation Suncare, the brand’s revolutionary sunscreen. Once we established the concept for the two campaigns, I carried out both by writing landing page and social copy, as well as copy for supporting ads and email blasts. You can view a snippet of those campaigns respectively, here and here.
Work completed during my time at Workhorse Collective.