Problem: As a newly established and relatively small entrant in the facial skincare industry, Pillowtalk Derm faces the challenge of limited exposure and reach within its target market segment of ‘skin nerds’—women aged 18-40. To make a mark in the competitive facial skincare market, they must increase their awareness, exemplify their differentiation, and create customer loyalty to establish a sustainable presence in the industry.

Objective: To establish a sustainable presence in the industry, they must do the following in the next six months. Expand skin nerd base by 20% and increase website traffic by 15%.

Skin Nerds

• Women - Age 21-40

• Annual Salary - $75-80,000K

Follow fashion, beauty, and lifestyle trends using social media, and are open to trying new products, looking to prevent aging and/or fade hyperpigmentation.

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/skin nerd/

noun

/skin nerd/

noun

Women primarily aged 21-40 are skin-conscious, care about natural and science-backed formulas, and like trying new products that prevent aging and fade hyperpigmentation.

For women aged 21-40 who are skin-conscious Pillowtalk Derm is a science-backed, dermatologist-created brand that effectively addresses hyperpigmentation, all while demystifying skincare through education. Located in New York City.