Skincalories Unveils Innovative Marketing Strategy Fueled by Music

Skincalories, a beauty brand launched in 2019, is carving a niche for itself in the competitive beauty market by embracing an entertainment-driven marketing strategy. Targeted at active urbanites and digital nomads, the brand is leveraging music, comics, games, and movies to create a compelling connection with its audience, illustrating a powerful blend of skincare and creativity.

A Brand Built for the On-the-Go Lifestyle

Executive Director Shilee Jwel emphasizes the importance of understanding their target demographic: "Our audience consists of digital nomads and fitness enthusiasts who are always on the go. By integrating music into our branding, we’re crafting playlists that resonate with their lifestyle." With this vision in mind, Skincalories has recently closed a significant deal worth USD 1.9 million with music label Kennel AB, aiming to produce ten original songs.

“This is all part of a multi-sensory experience that we are creating for our customers,” adds Axl Loon, Vice President of Strategy. The merging of beauty and entertainment represents a fresh approach that aims to engage customers on a deeper emotional level.

Introducing MAGDA: The Brand’s Virtual Ambassador

At the core of the Skincalories experience is MAGDA, a virtual ambassador designed to resonate with customers on a personal level. “MAGDA tells the narrative of the brand within her own story,” explains Jwel. Far more than a marketing gimmick, MAGDA’s journey as a budding K-Pop performer parallels the personal growth experienced by the brand’s consumers.

MAGDA will famously star in the music video for "Vroom Vroom," the first of the ten tracks being produced in collaboration with Kennel AB. The video, enhanced by advanced 3D animation and visual effects crafted by a diverse team of artists from Ukraine, Israel, China, and Spain, is set to debut soon.

In addition to the music video, Skincalories plans to captivate its audience further by launching a manga series titled "Broken Seal," featuring MAGDA. This multi-faceted storytelling approach aims to establish a deeper emotional connection with the audience, aligning with the brand’s core philosophy of creating meaningful experiences.

Choosing Virtual Representation Over Celebrities

In an era where brands often opt for famous personalities to endorse their products, Skincalories is deliberately breaking from the mold. Chief Executive Madelyn Yeo explains, “Initially, we considered engaging a celebrity, but we found that they come with too many restrictions. With MAGDA, we maintain full creative control, ensuring we can offer various products and experiences without limitations.”

Yeo’s experience in beauty distribution highlighted the importance of brand ownership. "When something becomes successful, it often gets taken away. We wanted to invest in something we could control, so we can adapt as needed."

A Look Ahead: New Products and Smart Retail Solutions

As the brand continues to evolve, it has exciting plans for the next year. Skincalories will soon launch two additional offerings—Active Cleansing Mask and Active Beauty Balm—building on their successful first product, Active Glow Mist. Each product is carefully formulated to cater to the skin health needs of busy individuals, ensuring they remain functional and effective.

The company is also poised to introduce smart retail solutions by 2025, with plans to install 200 vending machines across eight Asian countries, including Malaysia, Thailand, and Indonesia. These machines will provide convenient access to Skincalories products in high-traffic areas such as gyms and festivals. The initial rollout will feature 50 smart vending machines in Singapore, serving as a pilot for gathering consumer insights and feedback.

Accompanying this innovative retail strategy is the SkinS mobile application, designed as an interactive touchpoint for fans. The app will facilitate engagement with MAGDA’s adventures through comics and music videos, alongside offering skincare advice and exclusive promotions.

The Future: A Community Built Around Skincare and Entertainment

Skincalories’ unique blend of technology and creativity sets it apart in an industry driven by traditional advertising. By harnessing the power of music, animation, and storytelling, the brand is reshaping how consumers experience beauty products. These efforts not only aim to enhance customer loyalty but also to foster a community passionate about skincare and entertainment.

As the beauty industry grows increasingly competitive, Skincalories stands out with its innovative approach. Its commitment to engaging consumers through entertainment, technology, and product innovation exemplifies a progressive trend that is likely to influence other brands in the beauty sector.

For those following the journey of Skincalories and MAGDA, a new world of interactive, entertaining skincare awaits. What are your thoughts on the integration of entertainment within the beauty industry? Share your insights and stay tuned for the upcoming music video and product launches that promise to transform the way we perceive skincare!

For further reading on technology’s impact in the beauty industry, visit TechCrunch or The Verge.