The Implementation of 'No Filters'

Skin+Me heavily employed the use of its social media platforms to implement its 'No Filters' campaign. Social media in the 21st century is ubiquitous; therefore, its role in marketing techniques is important for businesses like Skin+Me to utilise (Hayes, 2023). A positive impact of using this fundamental medium when rolling out campaigns such as 'No Filters' could include the occurrence of electronic word of mouth (Hayes, 2023). Whereby, individuals viewing the campaign posts may interact with this content through liking, commenting or sharing, which in turn allows the posts to establish further traction. Maximised interactions and communication encompassing 'No Filters' may lead individuals to the company's other social media posts or the Skin+Me website itself. This consumer journey would be positive for Skin+Me, generating further exposure regarding what the company offers.

Yet, the visual content posted upon the launch of 'No Filters' is identical across Skin+Me's social media platforms. Studies have highlighted that this repetitive exposure of advertisements can lead to wearout amongst consumers (Verma, 2009). This wearout felt by individuals may be due to the lack of acknowledgement of different cultural responses when putting out the same marketing content. Without this acknowledgement, Skin+Me ignores potential differing cultural responses to its campaign rollout within the UK. By utilising these responses, negative impacts on consumer engagement and business growth can be avoided (On Marketing, 2014). Adapting launch content across social media platforms in accordance with differing cultures would be something Skin+Me would need to especially look into if the company were to target a global audience with further cultures to acknowledge.

Facebook 'No Filters' launch post (Skin+Me, 2023d)

Instagram 'No Filters' launch post (Skin+Me, 2023c)

'Companies must examine their role in the evolving omnichannel environment to successfully stand out within the current dynamic retail landscape' (Levine, 2022). Skin+Me launched 'No Filters' exclusively through digital channels; however, as this quote suggests, a balance between both physical and digital touchpoints is necessary to implement within today's market. Hence, it may be beneficial to incorporate in-person elements within the launch of 'No Filters'. A potential idea for a physical touchpoint to incorporate within this campaign launch is pop-up digital kiosks. These kiosks would allow individuals to swipe across the screen, uncovering before and after pictures of the skincare journeys showcased within the campaign. The kiosk would also provide a QR code inviting individuals to answer a mini questionnaire about their skincare routine and areas of concern with their skin. The questionnaire results would give individuals a taster of what a Skin+Me digital consultation looks like. By implementing physical experiences such as this, Skin+Me may be able to carry out frictionless marketing launches, competing with firms already implementing omnichannel elements within their business operations (Levine, 2022).

In-person digital kiosk mock-up:

A potential threat to the launch of marketing campaigns is the launch of new products by rival companies within a similar timeframe. This reality occurred for Skin+Me launching 'No Filters', with British-based personalised skincare brand Dermatica launching their new Vitamin C Ascorbic Acid two weeks into the 'No Filters' launch (Dermatica, 2023). The launch of this product may have disrupted Skin+Me's campaign implementation, with consumers potentially turning their attention to Dermatica's product launch. This shift of attention may have been likely due to the existing unedited posts of real consumers from skincare brands across the industry. Dermatica has been pursuing this practice since February 2023. For this reason, the consumers that these brands share would have already seen the content that 'No Filters' unveils, and as a result, may have their attention captured by something new: Dermatica's Vitamin C Ascorbic Acid. Consequently, this may have reduced the impact of 'No Filters' if less attention was focused elsewhere. Accordingly, companies such as Skin+Me should consider the threat of potential product launches by competitors and the implications this can incur upon the launch's success.