Client: StriVectin
Services: Full-funnel media strategy, planning, buying, optimization, influencer partnerships, and analytics
Overview and Challenges:
In December 2024, StriVectin partnered with January Digital to launch Peptight™ Face Lift Serum, a “face lift in a bottle” and the brand’s first product debut under its evolved identity. The campaign was designed to do more than introduce a new serum—it marked a turning point in how StriVectin connects with women navigating skin changes related to menopause.
Launching during the crowded holiday retail period and carrying into Q1, the campaign needed to break through intense competition while adapting to shifts in consumer behavior. In addition, StriVectin deliberately chose not to rely on discounts, instead betting on the strength of bold creative and empathetic messaging. To succeed, the campaign had to:
- Reintroduce StriVectin’s refreshed brand identity
- Capture attention in a saturated beauty category
- Connect authentically with women 45+ who are often overlooked by traditional beauty marketing
Goals:
StriVectin and January Digital aligned on four objectives for the launch:
- Claim share in the face serum category by targeting women experiencing menopause with a product designed for their needs.
- Launch with impact post-rebrand, clearly communicating StriVectin’s evolved positioning around aging with honesty and empowerment.
- Drive awareness and sales among the core demographic of women 45+, using media and creative that resonate with their skincare routines.
- Test and adopt high-impact video channels such as YouTube and DOOH for scalable brand-building opportunities.
Our Work:
January Digital built and executed a full-funnel strategy designed to connect emotionally and drive measurable action:
- Platform mix aligned by funnel stage: Meta, YouTube, Search, CTV, and DOOH, with sequencing from awareness-building to value-driven lower-funnel messaging.
- Creative tailored to the audience: emotionally resonant storytelling for awareness, educational content mid-funnel, and clear product benefits for conversion.
- Influencer partnerships: featuring relatable, age-relevant creators to share authentic experiences with skincare and aging, resulting in lower costs and higher engagement.
- Agility in timing and placements: upper-funnel DOOH near Ulta locations and Bravo CTV buys captured attention during peak retail moments, while in-stream YouTube placements delivered broad reach and deeper engagement.
- Empathetic brand voice: messaging reframed menopause as a moment of empowerment, avoiding age-negative tropes and aligning with StriVectin’s evolved identity.
Results and Business Impact:
The Peptight™ Face Lift Serum launch exceeded expectations and became one of StriVectin’s strongest product debuts to date:
- Sales performance: Performed significantly above goal for DTC site sales, ranking as a top 5 YTD product, all without discounting.
- YouTube: nearly 14M unique reach, +1.5% lift in awareness, +1.71% lift in consideration, and +500% growth in branded search interest.
- Meta: +8-point lift in ad recall and +5-point lift in favorability, outperforming industry benchmarks.
- Influencer-led assets: delivered 29% lower CPCs and 53% higher CTRs compared to branded creative.
- DOOH + CTV: drove visibility in high-value contexts, building strong brand lift and reinforcing the full-funnel approach.
