New Product Launch:
Barrier Balance Creamy Cleanser

In January 2024, Face Reality launched a new creamy cleanser; something that was previously missing from their well developed arsenal of acne products and long awaited for by Acne Experts.

The Need

There has been a long standing demand from Acne Experts for a cleanser that is more gentle and less drying than our current products for acne clients that are inherently dry, dehydrated, or experience barrier issues from using harsh products. Because of this lack, Acne Experts have gone to other professional brands for a solution.
Therefore this launch had three main goals: fill a void in our product offering, increase B2B Productivity (amount spent by Acne Expert per month), and driving B2C Brand Awareness, Discovery, and Buzz

The Product

Barrier Balance Creamy Cleanser is a hydrating and soothing cleanser with a creamy texture that thoroughly cleanses acne-prone skin without over-drying, pore-clogging or irritating ingredients.
It effectively cleanses and removes daily makeup, dirt and impurities, leaves skin feeling clean and comfortable without an oily or greasy residue, and soothes skin while supporting the microbiome and maintaining the natural moisture barrier.

The Clientele

The primary clientele of Barrier Balance Creamy Cleanser is 30-40 year old women with dry or dehydrated acne-prone skin or impaired skin barriers. Additionally, the product targets anyone who is looking for a gentle and effective cleanser; or has a preference for creamy textures. This differs from the other products that Face Reality offers as it trends older than the average acne client. However this product is universally usable.

When shooting this launch, inclusion was a main factor that needed to be exemplified, visually portraying that this product works for anyone—no matter one’s race, age, gender, or skin tone.

Key Objectives

This product launch had three main objectives:

Further Face Reality’s position as the #1 Professional Acne Brand by providing a one-stop shop for all Acne Expert client needs.
Drive $100M in revenue via new product sales and increase returning AE spend/month.
Drive brand awareness, buzz, and discoverability through new product innovation.

Messaging & Creative Strategy

Pre Launch: Teasers

In the month leading up to the launch of Barrier Balance Creamy Cleanser, we created anticipation, excitement, and curiosity around the product with teaser posts that activated on email and social. These posts not only helped us interact with our customers but also generated buzz amongst estheticians, increasing our brand discoverability.