How SkinKraft Laboratories’ brand thought turned its #IAmMyType campaign into a conversation starter
Overview of the campaign
In a first of its kind, SkinKraft Laboratories as a young brand has tried to explore new territories through the campaign #IAmMyType – which aims to break stereotypes across genres. The campaign has received massive support from opinion leaders, innovators, artists, and experts across industries. The powerful messages from these unique calibre of people reiterate the idea of challenging stereotypes, of being different without really being branded into any one category, in a very distinct and unconventional manner. The brand thought has turned the campaign into a conversation starter. The messages from these unique calibre of people have now been extended as a special video series which is raw, unscripted, straight from the heart, shot on phones/laptops reiterating the idea of challenging stereotypes, of being different, in a very distinct and unconventional manner; both on LinkedIn & YouTube.
Objectives
The impromptu video messages and their real-life stories are an extension of a call to action to embrace your type, enrich your type, and shatter every possible stereotype. For every person who feels typecasted to know they are free of any barriers. It was to rescue women and men caught in an unrewarding cycle of experimentation in the quest to find good skin and hair care products. And secondly, to avoid churning out generic formulations in the mass market. With this brand film, we are trying to imbibe the same ideology that just like every person’s individuality, their skin and hair are also unique; so is the need for a beauty and wellness regime that has been created and curated solely for them.
Brand introduction
IncNut Digital’s brand, SkinKraft is India’s first AI-driven dermatologically approved customized personal care brand providing skin & hair care products for its consumers. Conceptualized in 2017, SkinKraft was born to break the notion of one size fits all. Backed by the breakthrough SkinID profiling system and dermatologically validated ingredients, the company strives to provide the best care for all skin types. A collaborative effort from a team of expert Dermato-Cosmetologists, Pharmacists, and Pharmaceutical Engineers, has led to the creation of SkinKraft products.
SkinKraft aims to be the go-to destination for everyone for their personal care needs, with hat customization is going to be really big with one in three people opting for it in the next five years. Technology in skincare has made massive developments in the industry so far. With this, SkinKraft is bullish on leading the custom-care segment in India, and offer the users the best possible results.
SkinKraft, so far, has generated 7.5 lakhs, customers, since the virtual platform was created, and is visited by at least 45 million users every month. With an annualized revenue of Rs 155 crore, SkinKraft is expanding its product range for both women and men. The current landscape has further accelerated the need for digital retail addressing the ask for customization. The start-up is strengthening and expanding its research and development (R&D) labs, overall infrastructure, and enhancing the AI-driven data technology for even better accuracy.
Results
The movement has taken acknowledgment in an unfiltered manner from thought leaders and the success post-campaign launch.
Along with media coverage amongst all Advertising & Marketing publications, the brand film has received 8.2 million views.
Strategies followed
Using the power of crowdsourcing and riding on the sheer power of the message of the film brought on people to speak their stories on breaking stereotypes.
Collaborating with Industry leaders
The team identified and brought on board multiple prominent personalities who had the same belief system as SkinKraft.
Notable personalities have joined the cause without expecting commercials like- Vivek Bhargava, CEO – Dentsu Aegis Network; Chander Kanta Gariyali – IAS, Social Activist & Author; João Pedro Paes Leme, Founder – Play9; Nand Kishore Chaudhary, CMD – Jaipur Rugs; Ghanshyam Tiwari, National Spokesperson, Samajwadi Party; Giuseppe Di Nuccio, Chief Executive Officer – Italian Creation Group SpA; Hendy Setiono, Founder & CEO– Baba Rafi Enterprise; Dr Ramesh Byrapaneni, Cardiologist turned Venture Capitalist; Ashish Kashyap, Co-Founder – Ibibo Group & IndMoney;; Shivani Poddar, Co-Founder- FabAlley & Indya; Payal Singhal, Fashion Designer; Prabhkiran Singh, CEO – Bewakoof.com; Atul Jalan, CEO – Algonomy; Girish Ramdas, CEO – Magzter, Manish Kapoor, CEO – Pepe Jeans London, Pallavi Barman, Brand Custodian – HRX by Hrithik Roshan; Kavindra Mishra, MD – House of Anita Dongre, Richa Bahl, Interior Designer- Design Studio, Neha Kant, Founder & Director – Clovia; Abhishek Jain, Gujarati Film Director & Co-Founder of OHO OTT, Tarana Lalwani, Senior Director, Innoven Capital Leading Venture Debt Fund, Prashant Chottani, MD – Travelxp, Adeline Pachuau, Content Creator, Student, Teacher & Cancer Survivor; Sreejith Moolayil, Co-founder & COO True Elements, Health Food & Snacks; Vedang Patel, Co-Founder, The Souled Store; Abhishek Goenka, Head RPSG Capital Ventures; Nidhi Kampani, Acclaimed Swim & Resortwear Designer; Rimzim Dadu, Avant Garde Designer and many more.
Conclusion
The campaign set was successful in its objective of garnering visibility and engagement with the target audience. Also successful in ensuring the brand story is pushed forward – the brand’s belief in celebrating uniqueness and establishing SkinKraft as India’s number 1 customized beauty brand.