ONCE SKINCARE
Building a simplified, performance-driven skincare brand.
ONCE Skincare is a brand and campaign strategy concept developed to explore how modern beauty brands can simplify skincare routines through elevated branding, creator-led marketing, and integrated digital campaigns.
Centered around the product “Prep + Glow,” the concept focused on combining moisturizer, primer, SPF, and skincare ingredients into one streamlined product designed for Gen Z consumers seeking simplified, high-performance routines.
The project included brand positioning, audience research, campaign planning, creative direction, influencer strategy, SEO/SEM planning, and a 120-day integrated launch campaign supported by a $150K mock budget.
Strategic Approach
The strategy focused on positioning ONCE within the growing “skinimalism” movement by emphasizing routine simplification, multifunctional skincare, and elevated but accessible beauty branding.
We identified a market gap within the plant-based skincare category: no mid-market competitor combined SPF, primer functionality, targeted skincare ingredients, and simplified routine positioning within a single product experience.
The campaign strategy prioritized:
-
creator-led education and product demonstration
-
visually cohesive digital storytelling
-
conversion-focused social and paid media strategy
-
integrated launch planning across owned, earned, and paid channels
-
consumer behavior aligned with TikTok-first beauty discovery habits
The brand identity was intentionally designed to feel:
-
warm
-
minimal
-
modern
-
routine-focused
-
visually elevated without feeling overly exclusive
Creative & Campaign Development
We developed a 120-day integrated marketing campaign across:
-
influencer marketing
-
TikTok and Instagram
-
SEO/SEM
-
email and SMS marketing
-
paid social
-
PR and creator seeding
The campaign strategy emphasized:
-
short-form creator content
-
problem/solution storytelling
-
educational skincare content
-
GRWM and routine-focused video formats
-
visually driven product demonstrations
We also developed:
-
influencer strategy frameworks
-
audience personas and segmentation
-
campaign timelines and launch phases
-
branded campaign mockups
-
PR box concepts
-
website and social media concepts
-
SEO blog strategy and SEM campaign concepts
Key Takeaways
This project strengthened my understanding of:
-
beauty brand positioning and white space strategy
-
integrated campaign planning
-
creator-led beauty marketing
-
digitally native consumer behavior
-
conversion-focused content strategy
-
visual identity development within modern skincare branding
It reinforced the importance of combining:
-
strategic positioning
-
creative direction
-
consumer insight
-
performance-oriented campaign thinking
to build modern beauty brands that feel both elevated and accessible.
TOOLS & ANALYSIS
AI
Creative exploration, visual ideation, campaign mockups, branded concept development
Canva
Campaign planning decks, visual layouts, presentation design
EXAMPLE WORK