Real wins over perfection
In less than 12 months, VIXIN BEAUTY has become Australia’s fastest-selling plant stem cell skincare brand, selling out five times in 2024. It’s the perfect alignment of a product that truly works and a bold branding strategy that changed the game.
We launched the VIXIN REAL brand story in November 2023 with a promise: to feature only real customers, real skin, unfiltered, unscripted, and untouched. For decades, the skincare industry has promoted perfection as its benchmark, relying on bold claims, vague science, and bewildering jargon that marketing departments knew customers would overlook. While a few brands made their “diversity mark” such as Dove and Lush, VIXIN rebelled against the status quo in a saturated market, staking our claim by flipping the narrative. We took our testimonials beyond typical user-generated content, making our real Vixin’s the true faces of the brand.
The success of the VIXIN REAL campaign reached its greatest triumph by piercing the thick, cynical skin (pardon the pun) of the skincare market’s most difficult yet lucrative consumer: Generation X. Although the campaign resonates across all ages, the demographic over 45 immediately responded to the raw, unfiltered approach that spoke directly to their needs—a product that works, within a realistic budget, and with just the right touch ‘fancy’. Every marketer knows the Gen X female is a rare and valuable consumer, demanding the most authentic messaging for attention let alone conversion. After enduring countless gimmicks, trends over the ’80s, ’90s, and ’00s,to now becoming invisible to brands, she had nearly given up on the beauty industry.
When we rewrote the VIXIN BEAUTY brand story, CEO Charmaine Maree Caldwell took the risks other skincare brands wouldn’t, we became the fastest-growing Australian-made skincare brand of it’s kind in the market.
Photoshoot below was the foundation of the campaign that featured real customers of all ages, skin types and skin stories launched in August 2024. As a long term Ambassador of Vixin and their partnering with Australian Bowel Cancer, Erin Molan offered to be a part of the campaign and the unfiltered narrative around beauty.
Learn more about the Australian made Vixin Beauty and Skincare here
