SOCIAL MEDIA STRATEGY + CAMPAIGN

When Skincare Education Becomes Content Worth Saving

Developing a social strategy that prioritizes trust, education, and audience relevance over product promotion.

My Role

Social Strategy, Content, Visual Design, Video.

Scope

Audience Research, Campaign Concept, Content Strategy, Platform Adaptation, Paid Social.

Tools

Figma, Photoshop, Canva, ElevenLabs, Meta Ads Manager.

Methods

Persona, Empathy Mapping, Strategy Canvas, Positioning, Content Pillars, Messaging.

The Opportunity

How might Agein turn its DTC positioning into social content that builds confidence with women 55+, instead of simply promoting products?

I developed a social-first strategy built around education, trust and audience relevance, translating the brand positioning into a campaign concept and platform-ready content.

From design execution to social strategy.

Instagram carousel cover for Agein Skincare featuring a portrait of a mature person against a soft neutral background. Large headline reads "5 skincare myths after 50" with subheading "What your skin actually needs as it changes." Agein logo appears in the lower left corner.

INSTAGRAM CAROUSEL

Instagram carousel overview slide showing a portrait beside a summary of five skincare myths after age 50. The slide introduces myths about natural skincare, expensive products, wrinkles, product quantity, and changing routines.
Educational skincare slide titled "Myth 01: Natural means effective." Decorative botanical elements and skincare bottle imagery accompany text explaining that effectiveness depends on formulation, ingredients, and evidence behind products.
Educational skincare slide titled "Myth 02: Expensive skincare always works better." A skincare cream jar appears beside text explaining that price does not guarantee results and product performance depends on ingredient quality and formulation.
Educational skincare slide titled "Myth 03: Wrinkles are just a part of getting older." Botanical accents accompany text discussing factors that influence visible skin aging beyond age alone.
Educational skincare slide titled "Myth 04: More product means better results." A cream texture visual appears beside text explaining that excessive product use can irritate skin and that consistent application is more important than quantity.
Educational skincare slide titled "Myth 05: Your routine doesn't need to change as you age." Soft botanical imagery accompanies text explaining that skincare routines should adapt to changing skin needs over time.
Closing Instagram carousel slide with the message "Your best skin comes from understanding it." The Agein logo and botanical line art appear against a soft neutral background.

FACEBOOK

Facebook sponsored post for Agein Skincare promoting an educational article about five skincare myths that may affect results. The post features a portrait image with the headline "5 skincare myths after 50" and a short introduction encouraging readers to learn more.

PINTEREST PIN

Pinterest infographic pin titled "5 skincare myths after 50." The design combines a skincare cream image with a vertical list of five myths related to skincare effectiveness, wrinkles, product use, and routine changes.

LINKEDIN

LinkedIn post from Agein Skincare discussing skincare industry trends and evidence-based product development. The post includes an image of multiple skincare products and describes scientific approaches to anti-aging skincare formulations.

From Carousel to Motion

The educational concept was adapted into a short-form video format using Canva and ElevenLabs narration.

Short-form social video

63 sec · 9:16 · Instagram Reels / TikTok
Concept · Art direction · Visual design · Copy · Narration · Production

Audience

Women 55+ who value evidence-based skincare, seek trustworthy information, and want to feel confident rather than pressured to look younger.

Core need: Confidence, clarity and relevance.

Tone: Honest, confident, calm, empowering, knowledgeable.

Objective

To build awareness.

  • Establish Agein as a credible skincare resource.
  • Create useful, saveable content.
  • Introduce the brand before asking for a purchase.

Value Proposition

Evidence-based skincare designed for mature skin, combining trusted ingredients and straightforward information with confidence.

Tagline: “Natural, proven skincare you can trust.”

Research-informed customer profile used to guide messaging, content themes, and platform strategy.

Content Pillars

Education leads the strategy, with trust reinforcing credibility and product content reserved for lower-funnel moments.

Education

top of funnel awareness

TOFU

Lifestyle

top of funnel awareness

TOFU

Trust

middle of funnel consideration

MOFU

Community

middle of funnel consideration

MOFU

Product

bottom of funnel decision

BOFU

Strategy → Audience → Positioning → Content → Platform → Paid → Measurement

What I Learned

From design execution to social strategy

This project expanded my role from creating visual assets to thinking about the strategy behind them: who the content is for, what they need, where they encounter it, and what action we want them to take.

  • audience research and psychographics
  • positioning
  • messaging
  • content planning
  • platform adaptation, and
  • paid-social structure

FINAL TAKEAWAY: Good social design isn’t just about making content look good. It’s about giving people a reason to stop, understand, trust, and ultimately act.

Let’s Build Something
That Matters

If you’re building thoughtful systems, digital or physical, I’d love to hear from you.

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