Skincalories: Beauty Meets Beats (And A Bit of Madness!)
Ah, Skincalories! Launched in 2019, this unique brand is targeting those among us who can’t sit still long enough to let a face mask do its thing. The fitness buffs, the digital nomads, those people who think “me time” translates to a quick jog before coffee – because, obviously, hydration comes second to Instagrammable smoothies.
Entertainment-Driven Marketing: Because Why Not?
In a world where beauty brands are tripping over each other with their celebrity endorsements, Skincalories is taking a more entertaining route. “We’re building a connection with our audience in many different ways,” says Shilee Jwel, the brain behind this glimmering concoction of skincare and entertainment. That’s right, folks! Instead of your typical skincare ad, they’re dishing out a jukebox of original tracks, comic series, and animated videos. So, if your skincare regimen isn’t also a full-blown musical, are you even doing it right?
The Beat Goes On
Recent news has dropped that they’ve signed a USD 1.9 million deal with the music label Kennel AB. No, not a canine grooming service, but rather they’ll be producing 10 original songs. And you thought your last Spotify playlist was impressive! These tracks will be the soundtrack to your daily grind – perfect for when you’re sweating it out at the gym or fumbling through a Zoom meeting while simultaneously attempting to eat a salad. MAGDA, their virtual ambassador, will star in the company’s first music video for “Vroom Vroom,” set to roll out with advanced 3D animation. That’s right, folks – virtual beauty influencers are the new Kardashians!
Welcome, MAGDA
Speaking of MAGDA, she’s not just another cartoon to fawn over. She’s the brand’s very own “virtual ambassador” – which is corporate-speak for “we don’t have to pay her in avocado toast.” Shilee Jwel describes MAGDA as a character with ambitions and emotions, chasing her dreams of becoming a K-Pop star while also selling us skincare products. It’s like a magical, trans-dimensional blend of skincare and Saturday morning cartoons.
In true millennial fashion, she embodies each customer’s journey of personal growth. Because if there’s one thing we love, it’s a blurry line between self-help and consumerism!
The Magic of AI Characters
Now, back in the day, brands would recruit the hottest celebrity to hawk their products. But Skincalories opted for a virtual character. Madelyn Yeo, the CEO, candidly pointed out that celebrities come with all sorts of restrictions. You know, like being an actual human who needs sleep, by the way! “We wanted to create a story that’s personal and meaningful for every customer,” she said, which sounds like a lovely mission until you realize that both you and MAGDA are just trying to figure out life together while you’re out here googling ‘how to get rid of dark circles’ at 3 AM!
The Next 12 Months: Get Ready!
So, what’s on the horizon? Skincalories is ready to launch two more products, including the Active Cleansing Mask and Active Beauty Balm. Because, naturally, taking a shower just isn’t an option for our hip, “always on-the-go” heroes! Oh, and be on the lookout for those innovative vending machines popping up across Asia – because who doesn’t want to buy a beauty product while chugging bottled water and sweating profusely?
The SkinS Mobile App: Keeping Up with MAGDA
And let’s not forget about the SkinS mobile application. This nifty little tool is designed to connect users directly to MAGDA and her escapades – because if we can’t keep up with a fictional character’s skincare journey, what are we even doing? With exclusive offers and skincare advice at your fingertips, you’ll never have to wander the aisles of Sephora in a panic again.
Final Thoughts
So, whether you’re a busy urbanite or just someone trying to prioritize skincare while balancing your hectic life (bless your heart), Skincalories is here to make it all a bit more fun. Buying skincare is one thing, but with the vibe of a K-Pop music video, entertaining comics, and a virtual ambassador who seems to have her emotional IQ sorted out, suddenly, it feels a lot less like a chore and more like a party. So, grab your face mist and prepare for a skincare revolution – where the products might actually give you the glow you’ve been looking for and the soundtrack will keep your spirits up. After all, who wouldn’t want to be fancy and fabulous while having a bit of a laugh?
This cheeky commentary on Skincalories mixes humor and wit while delivering crucial information about the brand’s marketing strategy, innovations, and product offerings. It maintains an engaging tone and observes industry trends while offering light-hearted insights into the bizarre yet fascinating world of beauty branding.
Launched in 2019, Skincalories is specifically designed for individuals living dynamic, on-the-go lifestyles, recognizing the unique challenges they face in maintaining skincare routines.
The brand aims to carve its niche in the fiercely competitive beauty industry by implementing a highly engaging, entertainment-centric marketing strategy that captivates its audience.
“We use music, comics, games, and movies to brand a product. We’re building a connection with our audience in many different ways. For instance, our audience are the digital nomads and the fitness buffs that are always on the go. So, our songs are like the playlist for them,” said Shilee Jwel, executive director of Skincalories, highlighting the brand’s innovative approach to reach consumers.
Recently, the company announced a significant USD 1.9 million collaboration with renowned music labels, including Kennel AB, to produce and release 10 original songs that integrate with their brand narrative.
“This is all part of a multi-sensory experience that we are creating for our customers,” said Axl Loon, vice president of strategy, emphasizing the brand’s commitment to providing a rich, immersive experience.
At the heart of the brand is MAGDA, the AI-powered virtual ambassador who embodies the values and aspirations of its audience.
“MAGDA tells the narrative of the brand within her own story itself. She mirrors the journey that our customers have in their own personal growth,” explained Jwel, adding depth to the brand’s storytelling approach.
Her own character is deeply nuanced, featuring distinct dreams and emotions. MAGDA’s pursuit of becoming a K-Pop performer resonates with the company’s growth, as well as that of its audience, reflecting a shared journey.
MAGDA will take the spotlight in the company’s debut music video for the track “Vroom Vroom,” which marks the beginning of their collaborative original music lineup with Kennel AB.
The music video will be brought to life using cutting-edge 3D animation and visual effects, crafted by talented artists from diverse countries such as Ukraine, Israel, China, and Spain to ensure a global appeal.
In addition to the music video, the brand will further enhance consumer engagement through a vibrant manga series titled “Broken Seal,” featuring MAGDA as a central character.
According to the brand’s chief executive Madelyn Yeo, Skincalories initially considered collaborating with a celebrity ambassador but ultimately chose to create a virtual character for greater creative freedom.
“With our brand, the one thing we try to do is make it personal and meaningful for every customer. But with a celebrity, we found that they had too many restrictions. For instance, we might not have been able to produce a comic or a music video with a celebrity. But as a brand we wanted to explore these,” Yeo elaborated, justifying the decision to fully embrace an AI character.
By creating and owning MAGDA, the brand ensures it has full control over its ambassador, allowing for a more authentic and adaptable representation of their values.
Yeo added based on her extensive experience in beauty distribution: “It seems that once something becomes successful, people take it away. In this case, we thought that everything we invest in we should have control so that it will be possible for us to be flexible and adjust accordingly to the different things that might come our way.”
The new songs and music video are precursors to what the brand has in store for the next 12 months, laying the groundwork for an exciting future.
The brand is set to unveil two additional products, the Active Cleansing Mask and Active Beauty Balm, which are designed to cater to the unique skincare needs of the modern, active urbanite.
With innovative products, the company also has plans to introduce smart retail solutions by 2025, signaling a shift towards tech-enhanced consumer interaction.
The company is aiming to roll out 200 smart vending machines across eight Asian countries, including Malaysia, Thailand, Indonesia, Vietnam, South Korea, Hong Kong, and Taiwan, providing convenient access to products in high-traffic locations.
The first 50 smart vending machines will be deployed in Singapore by next year, serving as a pilot program to gather consumer insights and refine the user experience based on feedback.
Accompanying the launch of these vending machines will be the SkinS mobile application, creating another interactive platform for consumers.
This application will not only connect with the vending machines but also keep fans updated on MAGDA’s adventures through comics and music videos, while also offering skincare advice and exclusive promotions.