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Project details
Brand Positioning Strategy for a New DTC Skincare Brand
project involved developing a comprehensive brand positioning strategy for a newly launched Direct-to-Consumer (DTC) skincare brand aiming to enter a highly competitive market. The brand offered a clean, cruelty-free, and dermatologist-approved skincare line targeting Gen Z and Millennial consumers.
Our role was to define the brand’s unique value proposition, competitive edge, target persona, and positioning messaging that could resonate across web, social, and ad platforms.
recent project
This was a recent engagement completed in Q2 2025, where I collaborated closely with the founders and creative team of the skincare brand.
challenge & solutions
The main challenge was differentiating the brand in a saturated DTC skincare market filled with both legacy brands and influencer-led startups. Additionally, the founders struggled to articulate the brand’s core emotional and functional benefits in a way that would appeal to their niche.
result & impact
The positioning helped guide web copy, product descriptions, ad creatives, and social content. Within the first 60 days post-launch, the brand saw a 32% higher engagement rate on social platforms compared to industry benchmarks and a 28% conversion rate from paid traffic, largely credited to clear messaging and targeted positioning.
The founders reported increased confidence in pitching the brand to influencers and retail partners due to the solid strategic foundation.