“Let’s Face Acne Together”
360 Marketing Campaign
The Campaign
In June 2023, Face Reality launched its annual B2C Campaign for Acne Awareness Month. This campaign was centered around bringing awareness to the struggles of acne and celebrating all skin—no matter the color, type or age. It focused specifically on the journeys of five individuals who have struggled with acne and highlighted how Face Reality has not only improved their skin, but their confidence and happiness as well.
The Face Reality Brand
Face Reality is an award-winning professional acne line that specializes in treating acne with premium, cruelty-free formulations. Its adaptive skincare coaching model makes clear skin possible without the use of prescription drugs or harsh ingredients.
The Clients
This campaign came to life through the authentic personal stories of our clients and their relationships with their acne experts. In choosing the clients for this campaign, a diverse representation of race, gender, age, and background was very important to tell a variety of stories that anyone could relate to.
Our clients included (from left) influencers and TV personalities Frank Grimsley and Anastasia Souris, as well as olympic athletes Carmela Cardama Báez, Abbey Weitzeil, and Quanesha Burks.
The Acne Experts
In addition to shining a light on the personal client stories, this campaign was also focused around highlighting the amazing work, support, and guidance that Face Reality Acne Experts provide.
For this campaign we flew in two Acne Experts from across the country to tell that authentic story of client partnership and also highlighted the incredible work of three experts within Face Reality’s own Acne Clinic.
Campaign Photography
I led and directed an in-house photo shoot to capture all of the content for this campaign. The shoot focused on capturing two main types of content: the authentic experience that clients have in the treatment room with their Acne Experts, and then the amazing results and bonds that the clients and experts share. For this shoot, capturing genuine emotion, connection, and confidence was extremely important as it would be the main themes of the campaign.
Campaign Landing Pages
For this campaign we built out two main landing pages. The first was a dedicated client story page that went in detail about each of the client’s lives, their acne struggles, and their relationships with their Acne Experts.
The second page was a broader “Who We Are” page, giving more insight on how Face Reality partnership works, its benefits, and the steps to get started. This page was aimed towards new customers who needed to learn more about the brand before committing to our program. Both pages worked in tandem within the campaign, providing different touch points to bring customers through the customer journey.
Personal Story Page
Who We Are Page
Social and Paid Media
This campaign was highly promoted through our organic and paid channels with the goal of increasing brand awareness and customer interest. Since the campaign coincided with Acne Awareness Month, the campaign imagery and messaging was intertwined with other stats and information about acne; raising awareness about acne’s effect on mental health and helping to drive the “Let’s Face Acne Together” campaign messaging home.
For paid media, we A/B tested different versions of messaging, imagery, and design through various channels to determine which created the highest rate of conversion. The driving goal of this media was to partner new customers with Acne Experts all over the country.
Print Ads
In addition to promoting the campaign through organic social and paid advertisements, it was also featured in many print magazines. Below is one of the 2-page spreads created around the campaign. It also featured Savanna Boda, an esthetician influencer and one of Face Reality’s key ambassadors.
