Topicals has been the "it girl" of skincare for 2024 thus far. In January, the skincare brand, owned by Nigerian-American Olamide Olowe, effectively leveraged fashion influencers to build their first successful brand trip to Ghana. Social media responses were incredibly positive and receptive to the brand trip praising its inclusivity and genius marketing tactic to generate brand awareness. But how did they accomplish this feat?
For the brand trip, Topicals carefully selected niche fashion influencers which added a level of authenticity and impact amongst viewers. Influencers included Dami and Indiyah from Love Island, Kirah Hominique, Broderick Hunter, and many more. By getting these trendsetters involved, Topicals reached a whole new audience who might not have been aware of the brand previously. These influencers also coincidentally had the exact target market as Topicals - making this the perfect collaboration.
Topicals' trip to Ghana also reflected its brand identity and aligned perfectly with its target audience, a number of whom travel to West Africa for "Detty December" for the holidays. During the trip to Ghana, Topicals made sure everything was set up to fit perfectly with the influencers' vibe. The locations were picture-perfect and aesthetically pleasing, ideal for those Instagram shots that the influencers love to share. Because the trip felt natural and fun, the influencers were excited to post about their experience using Topicals’ products, and their followers got to see the skincare in action, not just in ads. This genuine content made it easier for people to relate to the brand and trust the products.
By working with fashion influencers in a vibrant setting like Ghana, Topicals positioned themselves as a brand that gets the connection between looking good and feeling good. They showed that skincare is an important part of personal style and self-expression. This approach helped the brand connect with Gen Z, helping Topicals make a lasting impression in both the skincare and fashion worlds. Their lip salve and eye masks are now considered staples
in the community serving their purpose for both skincare and as a style statement.
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