Face Reality x Iskra Lawrence
The Partnership & Iskra
In September 2021, Face Reality partnered with model, influencer, and entrepreneur Iskra Lawrence. Known widely online for her body-positivity and inclusivity (with over 5 million followers on instagram), Lawrence publicly struggled with acne, especially flaring up during her postpartum journey. Due to her platform, personal values, and large following, Lawrence was the perfect influencer for Face Reality to partner with, kicking off the brand’s first big partnership, and large 360 marketing campaign.
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.
I played a key role in the ideation and execution of this campaign, spearheading the creative direction for photography and then leading the design behind all creative. The content was repurposed into various assets that were pulsed on site, social, email, and paid ads. Cohesiveness and consistency was the main goal of this campaign, with the main KPIs being brand awareness and retention, as well as increased revenue and training sales.
Photography & Creative Assets
When shooting for this campaign, we wanted the photography to emanate the brand’s values of personal confidence and authenticity. We also wanted to highlight Iskra’s partnership with her Acne Expert, Nicole, encouraging our B2C consumers to find an esthetician near them.
Web Assets
For this partnership, I created a dedicated landing page with Iskra’s personal story. It included her background, skin journey and struggles with acne, her path finding Face Reality, and her relationship with her Acne Expert, Nicole LaCroix. Additionally, we created various web modules leading to this landing page, A/B testing on what had the highest click through.
Social & Email Promotion
Additionally, the partnership was promoted through organic and paid social, and email. The content highlighted not only the strong partnership between Iskra and Nicole, encouraging customers to partner up with Acne Experts, but also highlighted Iskra’s personal routine and favorite products, helping to increasing B2C product sales.
Print Ads
In addition to digital promotions, I also created a 2-page print ad that was printed in ASCP (Associate Skin Care Professionals). This 2-page spread tied in the national survey on Acne that Face Reality conducted in 2021 and Iskra’s experience working with Face Reality and her Acne Expert.
