The question nobody asked

Everyone was talking about body concerns. Everyone was selling moisturiser. Nobody was asking why the moisturiser wasn't actually fixing them. The answer was always exfoliation. Chemical exfoliation. The category just hadn't said it yet. So we did.

Why anyone should care

9 in 10 people experience body skin concerns, KP bumps, ingrown hairs, dry rough skin, discolouration, and most have no idea that exfoliation is the solution. Not moisturiser. Exfoliation. We built the POV from the science, then made it impossible to ignore.

What we did

Launched INKEY's entire body category with one single minded POV. INKEY Says Exfoliate. Having a POV mattered. Without it, it's just another product launch. With it, it becomes a conversation. We started conversations people weren't having. About the body concerns they'd quietly lived with for years. About the step their routine was missing. Worked with external agency and production partners to bring it to life across influencer activation, eventing and concern-specific content across the full funnel. KP bumps, ingrown hairs, cracked heels, discolouration. We put them front and centre and gave people the answer.

What happened

111M+ paid media impressions. 200+ press mentions. INKEY Says Exfoliate sold out on launch and generated 100M+ organic impressions through viral social content.