Radiant SkinNaturally

About This Campaign

Lumen & Leaf is a small natural skincare brand selling online to customers in their twenties and thirties. With a new serum and moisturizer ready to launch, it needed to reach people beyond its own followers, send them to its store and turn interest into first orders.

The brand had a loyal but small following and almost no partnerships with creators. It asked us to plan and run an influencer launch across Instagram and TikTok.

Challenge

Organic reach had stopped growing, and the brand’s own posts were seen by fewer people each month. Paid social ads had been tried, but they cost too much per customer and the polished studio content did not connect with the audience the brand wanted.

Skincare buyers want to see results on real skin before they spend, and the brand had few reviews to point to. The launch was weeks away, so the plan had to build trust quickly and show, rather than claim, what the products did.

Strategy

A two-platform launch led by skincare creators

We chose 18 micro and mid-tier creators whose audiences already followed them for skincare advice, and who could show a four-week routine rather than a single first impression. Every creator tried the products before signing.

Each creator presented the serum and moisturizer in their own way, from morning routines to honest progress updates. We set clear guidelines on the claims the brand could make and left the rest to them.