Client Background

Lumina Skin is an emerging clean beauty brand that provides 3-step skincare products for busy professionals.

Challenges

• As a new skincare brand, they needed to stand out in the crowded clean beauty space.
• Lacked educational content that would position them as skincare experts and build trust.
• Wanted to attract clients who value authenticity, practicality, and measurable results.

My Approach

I developed a comprehensive content strategy focused on education-first marketing:

1. Content Planning:
   • Created a 14-day email glow challenge to engage subscribers
   • Wrote science-backed skincare blog content
   • Maintained a conversational, trustworthy tone that felt like advice from a knowledgeable friend
2. Content Themes:
   • Ingredient education and benefits
   • Troubleshooting guides (breakouts, routine effectiveness)
   • Interactive challenges (14-day glow challenge)
   • Evidence-based skincare science

Deliverables

1. Still Getting Skin Breakouts? Here's What You're Missing
   • Addressed common pain point with practical solutions
2. How Vitamin C + Hyaluronic Acid Transform Your Skin
   • Ingredient education that naturally highlighted product benefits
3. Your 14-Day Glow Challenge
   • Interactive campaign to boost engagement and routine adoption
4. Why Your Skincare Routine Isn't Working (And How to Fix It)
   • Problem-solving content that positioned Lumina as the solution