Business Type:
B2C - Skin Care

Project Goal:
Increase Social Authority & Grow Organic Visitors

The Challenge

DefenAge® is an award-willing skin care and beauty brand that formulates a range of anti-aging skincare products that harness the “defensins’”natural skin rejuvenation power. Defensins are exclusive to DefenAge, the technology is patent-pending, and can be combined with almost any skin care regimen.
DefenAge was looking for a way to become more of a thought leader in the the crowded space of skin care and attract customers who would be interested in their products and their exclusive technology. Prior to engaging Avalaunch Media, they had written blog posts and posted some basic content, but they were looking for more of a comprehensive content marketing strategy. The majority of the content on the site was promotional and centered on the the brand or the influencers they work with as opposed to educational. We agreed that a pillar content strategy that focused on educating skin care users would be key to their content going forward.

The Approach

Using a traditional “hub and spoke” content marketing strategy, we began working with the DefenAge team and our internal Creative and SEO team, to create a comprehensive Skin Care Guide. Based on our keyword research, we centered the guide on the different body parts and skin care issues relating to those parts. The different ‘hubs’ of the guide were focused on the common problem areas their audience may be dealing with and centered on commonly searched questions. These included:

  • Eyes
  • Mouth
  • Neck
  • Forehead
  • Chest
  • Lips/Mouth/Smile
  • Full body skincare

We also added a “Man Cave” section dedicated exclusively for men to attempt to capture keywords related to men and skin care. There was a section about skin care related “aesthetic procedures” like micro-needling and derma-fillers. Each of these hubs focused on the different parts of the body while the spoke pages all addressed specific issues that this part of the body faced. For ‘Eyes’, for example, the topics were:

  • Anti Wrinkle/Crows Feet
  • Dark Circles
  • Hydration
  • Tightening/ Firming
  • Puffiness & Eye Bags

Each of these topics had a thorough, well written page addressing each problem and how to solve it both naturally and with medical procedures. Where possible, we also added videos to help further educate and inform their audience. And at the end of each section, we of course outlined the specific solutions that DefenAge offers for that particular problem.

Strategic Approach

Strategic Approach

DefenAge Skin Care Guide

The Results

The overall strategy is still in the process of being implemented, but DefenAge has already seen major success with rapidly growing keyword rankings and increased sales. Site users looking for skin care help have reported how useful the guide has been and how it has pointed them to the right solutions for their problems. Results continue to increase each month and we fully expect this strategy will be impactful for years to come. As of now, the following key results have been obtained.

– The skin care guide currently ranks for 465 unique keywords

– Generates an average of 250 monthly visitors with the guide visitors growing each month

– Generated over 42k impressions and growing

Avalaunch Media has extensive experience in working with heath, beauty and skin care companies. The DefenAge case study is one of many examples of the success we’ve experienced in the industry. If you are looking for a skin care marketing agency, please contact Avalaunch Media for a free consultation.