Design
Boutique Skincare - Showcasing deep expertise to gain new customer trust
BACKGROUND
Who they are: An one-year-old premium skincare boutique in Singapore Their goal: Get a consistent stream of new customers without relying on influencers Their challenge: As with many other entrepreneurs, the founder had virtually no time to manage the clinic's social media. Despite the deep expertise she had, it was difficult to translate that onto social media stories, resulting in an inconsistent feed and unclear message. This made it hard for viewers to learn the unique selling points of this clinic. Their Instagram focused on surface level messaging rather than actual expertise, which was what made them stand out.
WHAT I DID
• Conducted a full brand and competitor audit to understand where the clinic stood and what was missing • Spent time with the founder to extract her vision and values : comfort, no hard selling, results-driven treatments • Created a custom strategy and content plan to position the clinic clearly and professionally on their deep skincare knowledge, customer-first philosophy, and science-backed treatments • Ensured the content aligned with paid ad campaigns running in parallel
REAL RESULTS
• 4x more DMs from new customers asking about treatments • 2x increase in interactions (likes, saves, shares, comments) • Follower growth and improved clarity of brand messaging • Owner feedback: “I love the graphics and the videos — my customers are also noticing and have asked me!”