From Launch to Triumph – A Journey to Sustainable Success

In 2023, well-known Flemish personality Jani Kazaltzis and his partner Jens Fissers founded the brand IOAN Skincare. Stemming from Jens’ expertise in cosmetic product development and Jani’s skills in successfully launching a brand, IOAN was born.

Objectives:

IOAN experienced an impressive start thanks to the founders’ extensive network. However, after the initial successful months, the focus shifted to reaching a new audience and building a brand rather than concentrating on individual efforts.

Approach for gifting season:

Team IOAN initiated their journey with a strategic workshop, determining the optimal media mix, target audiences, and strategy. Additionally, they strategically aligned with the marketing calendar to capitalize on crucial moments. What better marketing moment for a beauty brand than the gifting season? The perfect gift under the Christmas tree.

In addition to deploying a paid media bundle, nurturing and expanding their own channels remained crucial, particularly on TikTok—an indispensable platform in the beauty sector. Recently, Team IOAN has been guided to make a significant impact on this platform.

Detailed Year-End Strategy:

The media budget was allocated to (1) increase brand awareness and engagement around IOAN with content and ads attracting new customers and (2) convince existing or already interested customers to make a purchase or repeat purchase. A dedicated gifting box was introduced for this dual approach, building on proven methods. The combined effect resulted in significant growth in various regions.

Results:

The set goal was pleasantly exceeded (+22%), and month-over-month, they achieved an impressive growth of +440%. They attained a substantial number of quality sessions on the website with a strong conversion rate—4% (Benchmark 1-2%).

What’s Next?

The focus for 2024 is on growth. There is untapped potential in the brand, and efforts will be directed towards maximizing it while maintaining a healthy balance between paid and owned channels. TikTok will further be developed as THE channel for the beauty industry. And during the marketing highlight, Valentine’s Day, you can expect something exciting. ;-)