A disruptive proposition & business model for Unilever
Skinsei is a new Unilever brand developed with a small entrepreneurial team. It's a personalized monthly skin care subscription tailored to a user's skin, lifestyle and environment (based on a holistic diagnostic) operated with a Digital and Direct-to-consumer model.
The role:
Global project leader - leading a cross functional team, owning the brand and business model, as well as being a key contributor to the consumer journey : from acquisition to conversion and retention. In addition to this, as part of managing a lean brand team in beta, personally delivered majority of the creative assets for social and advertising channels.
THE WORK:
Public beta launch developed as a Silicon Valley style minimum viable product, taking learnings off Unilever’s other acquisitions in the digital native brand space such as Dollar Shave Club.
www.skinsei.com (post-beta site)
Skinsei works through a quick online assessment and skin patch to assess your skin, lifestyle and environment. Once complete, users get their own (1) holistic diagnostic. It shows them their Climate, UV, Air Quality, Exercise, Sleep and Skin. An overall picture of how they're doing this month. They can read about (2) their key focus areas this month, how they're doing, how SKINSEI supports them, and what they can do. Depending on their holistic diagnostic results, (3) five products are selected out of dozens to match their specific needs for the month.
“this is using the latest thinking in business models - direct to consumer, diagnostic driven, subscription, completely personalized”
PARTNERS
Brand & Packaging Design - JDO
Digital Journey + Site Design - R/GA London
Brand Planning - BBH London