Aurelia Probiotic Skincare was presented to us as a beautiful mix of science and natural luxury that already had a clearly defined positioning and segmentation strategy. Our client wanted to ensure that, despite the seriously scientific elements to the brand, it also remained a feminine and aspirational product range. It was therefore essential that all our work reflected those values in the photography, social media and video strategy. The digital strategy also needed to highlight the company’s founding principles and philosophies, as this is another element that further defines Aurelia Probiotic Skincare as being unique within the highly competitive beauty and skincare marketplace.
To convey the multi-faceted message behind the brand, we created a series of films with each having their own unique narrative. The first documented Aurelia’s research trip to Malawi to source botanicals for their formulations. The second, A Year in a Day, outlined what our skin goes through, using custom typography to reflect the statistics. The third was a series of five clean, clinical and instructive films illustrating how to use the products.
This range of films added a new dimension to the Aurelia e-commerce site, adding a layer of interactivity for the consumer. The brand recently won the digital achiever at CEW Awards sponsored by Google and the films were a big part of their success. Wallace HCL designed the site and Pendragon built it, complete with an e-commerce platform to provide a reliable and robust shopping cart. After all, with global sales of skincare products increasing an incredible 19% between January and March 2012 to $844 million (Source: Beyer Beauty Numbers), there’s the potential for an awful lot of products to be purchased. In just two years, Aurelia has signed up 20 retailers including Net-A-Porter, Space NK and Liberty and has been featured in almost every global beauty magazine including Elle, Grazia, Metro, Women & Home, Psychologies, The Saturday Times magazine and the Daily Mail YOU Sunday supplement, to name but a few. Pendragon helped to develop the social media strategy and are now being asked to look at film creation concepts for the US market. Closer to home, we’re utilising V-LOGing (video blogging) and seeding to bloggers (bite-sized additions).