Social Media Strategy Case Study: Launch Campaign for VERALUNE

VÉRALUNE is a modern skincare brand focused on simple, effective skincare for busy professionals aged 24–35. The brand combines science-backed ingredients with luxury aesthetics and aims to make skincare routines feel effortless rather than overwhelming.

The Challenge:

VÉRALUNE is preparing to launch its newest product:

The Reset Serum

A barrier-repair serum designed for stressed, tired, and sensitive skin.

Despite strong products, the company has several problems:

Social engagement has been declining
Followers are growing slowly
Competitors dominate conversations around barrier repair skincare
Customers understand the products but don't emotionally connect with the brand
Content feels overly product-focused rather than community-focused

Business Objective:

Build awareness and excitement around the new product launch while increasing community engagement and brand affinity.

About the Brand

The Case Study

What they sell

Daily cleanser
Vitamin C serum
Hydrating moisturiser
Overnight recovery cream

Brand Positioning

"Skincare that fits real life."

The brand sits between affordable skincare and luxury beauty — premium quality without intimidating routines.

Target/Primary Audience:

Women aged 24–35

Characteristics:

Busy professionals
Interested in skincare but overwhelmed by complicated routines
Uses skincare as self-care rather than a hobby
Values premium aesthetics
Shops online

Behaviour:

Watches short-form video daily
Saves skincare routines
Trusts creators more than brands
Consumes beauty content during commute or evenings

Platforms Used:

Primary:

Instagram
TikTok

Secondary:

Pinterest
LinkedIn (founder thought leadership)

Research & Insights

The Competitors

The Ordinary

Science-backed positioning
Ingredient education content
Strong skincare authority
Educational content performance
Product-led messaging
Community questions
Strong education but can feel clinical and less emotional.

Byoma

Heavy focus on skin barrier repair
Gen Z / millennial audience
Strong social presence
Barrier repair messaging
Creator partnerships
TikTok strategy
Makes skin science feel approachable.

Summer Fridays

Premium but accessible positioning
Lifestyle-driven content
Strong aesthetic branding
Product storytelling
Lifestyle imagery
Emotional storytelling creates stronger brand connection.

Aspirational Competitor:
Glossier

Community-first marketing
Strong customer advocacy
UGC-heavy content
Community building
Founder storytelling
Customer participation
People engage with people more than products.

Content
Strategy

To increase engagement, VÉRALUNE must increase educational content - keeping the narrative simple to understand. "Skincare for people who don't have time for complicated skincare."

Always promoting the product USP at the heart of every post. Repair your skin without adding another 10-step routine.

Further to this data showed that customers relate to people over brand products therefore they must collaborate with content creators in the beauty industry, relevent to the products.

Example creators:

1. Hyram Yarbro (@skincarebyhyram)

Skincare education from an expert voice.

Content angle: Barrier repair.

2. Kennedy Walsh

Relatability & Community creator.

Content angle: Busy lifestyle.

3. Negin Mirsalehi

Premium beauty & Aspirational.

Content angle: Self-care.

Selection Criteria

Audience overlap
Brand values alignment
Content style
Engagement potential
Credibility