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Brief Published: 27 May 2020

The InKey List’s Skincare Democratisation Push

The Inkey List

Cult British skincare brand The InKey List has launched its first-ever digital campaign with the aim of raising the brand’s profile as a leader in skincare know-how, and to spotlight its extended #askinkey engagement and discovery services.

The Knowledge is Your Power campaign celebrates the real skincare journey of 11 consumers and how the brand has helped them better understand their skin to make more educated skincare choices. For example, Isaac, a 19-year-old accountant and model from London took to social media to #askinkey for advice on hyperpigmentation and tired eyes. His suggested skincare recipe focused on Vitamin C during the day to brighten, Tranexamic Acid at night to reduce dark spots, and Caffeine Eye Cream to reduce puffiness, dark circles and fine lines. 

This democratisation of skincare knowledge is driving the brand’s extended consumer engagement services. Previously, consumers could communicate via social media, but now The InKey List has a dedicated website which puts its #askinkey service front and centre. Alongside email, Facebook Messenger, Instagram, and Twitter channels, it now encompasses a 24/7 live chat function, a recipe builder of personalised skincare recommendations, and consumers can also reach the brand on WhatsApp – any time, day or night. Since the website launch and service extension in April 2020, more than 83,000 routines have been suggested via its quiz, and The Inkey List has answered over 50,000 direct messages from consumers. According to the brand, the recipe builder has a zero-abandon rate as consumers are highly motivated to discover their unique skincare blend suggestions. 

This all follows a packaging rethink in early 2020 which better helps consumers decode the brand’s products and when and how to use them. Additional skincare knowledge, as well as layering and usage suggestions, are printed on the outside and inside of the box (an often-forgotten part of the pack).

The brand’s efforts to spread better skincare knowledge fosters the growing ‘skintellectual’ consumer base of super-knowledgeable skincare addicts. For more, see Selling to Skintellectuals: Beauty’s New Consumer.