Page 95 - Visual Marketing
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Why It Works • The more than 2,000 engaged Takeaway Tip
fans that make up its active
Teens don’t want to be sold social media base constantly Use design elements to reinforce your mes-
skin care products from adults. participate in conversations and sage. If your message is about keeping skin
After all, adults just don’t get it! share their experiences on Clean clean, for example, then a pristine look to
But using the genuine voices of Start’s Facebook page. your website and packaging will support that
actual teens—not actors—gives message.
this concept real teeth. • The site has allowed
Dermalogica to build and
The website also offers practi- nurture a young audience to go
cal advice on skin care, so the beyond the hype in the skin care
site becomes bigger than just industry and really learn about
e-commerce; it becomes a and improve the health of their
resource of information for teens skin.
looking to improve their skin.
The clean look of the site rein-
forces the message that keeping
skin clean and caring for your
skin are important.
Success Metrics
• Since Clean Start’s launch, visi-
tor traffic increased 86 percent
year over year and is steadily
increasing.
MUCH MO RE THAN JUST A W E BS I TE 74
