Skin Care Advertising

Message Development Case Study


A skin care brand wanted to explore a potential new advertising campaign with several executions and get feedback on key measures, such as motivation, comprehension, and appeal, in order to determine which execution was most effective and should be optimized prior to production.

Research Design

Twenty-five skin care users took part in an asynchronous online discussion forum over the course of three days. Participants were asked to react to each version of creative and rate it based on interest, likeability, relatability, believability, uniqueness, and fit with the brand name.


Feedback on the overall campaign and brand perception was positive and product interest was at a high level and one execution stood out as being highly relatable and compelling. We made recommendations for how to improve the ads.