NEW YORK—iNDELIBLE, a digital innovation company that focuses on beauty and cosmetics brands, developed an e-commerce website and Facebook initiative for elite skin care line Love Life Skin. iNDELIBLE’s digital and social media campaign prompted staggering progress for a nascent brand in the crowded luxury cosmeceuticals market.
Initiated earlier this year, the website features Love Life Skin’s stirring back story as well as its revolutionary formula. The brand was founded by Ranee Flynn, a cancer survivor and renowned figure in the beauty industry. While receiving IV chemotherapy in her doctor’s office, Flynn overheard cancer specialist Dr. Ann Marie Beddoe comforting a patient who complained about chemotherapy’s negative effects on her skin. When Beddoe expressed her wishes for a skin care line to quell the dehydration and damage of chemotherapy, Flynn spoke up and offered to help. From this fateful meeting Love Life Skin was formed. Flynn wanted to make a line of products that all women—not just those enduring chemotherapy—could use.
iNDELIBLE’s mission was to formulate a unique cosmeceutical skin care line that rehydrates and heals even the driest, most damaged skin. While designing the e-commerce and Facebook presence, iNDELIBLE was aware the brand must be positioned not only as a top-of-the-line product with a clinically proven formula, but also a skin care line with the ability to heal from the outside-in.
“Our goal was to convey a revolutionary product without losing the emotion and heart behind it," said Ross Glick, CEO at iNDELIBLE. “Through thoughtful organization of the website architecture, we were able to communicate the inspiration behind the brand and science behind the formula without making it too clinical."
iNDELIBLE produced an elegant, modern-looking website that communicates with users on many different levels. An easily navigable homepage greets visitors with an invitation to watch an introductory video that tells the back-story of Love Life Skin. The “How it Works" and “Results" sections explore the science and technology of the formula, which contains a unique formula called Recovery Elixir 31. Flynn was recruited by a team of oncologists—Beddoe, Dr. Peter Dottino and Dr. Rudy Segna— to come up with this concentrate, a blend of 31 botanicals, antioxidants and moisturizing ingredients that revitalize afflicted skin. Chemist Dr. Tian Wang was also enlisted in to help develop the concentrate—he was charged to spare no expense in formulating a concentrated blend of some of the most potent organic botanicals, antioxidants and moisturizing ingredients to transform skin from head to toe.
The “Testimonials" section features written and video submissions from customers and cancer patients who have experienced the products’ effects themselves. Finally, in the “Products" section, customers may purchase any of the four Love Life Skin products, with 10 percent of the proceeds going to the Ovarian Cancer Research Fund.
On March 15, iNDELIBLE launched a Facebook page as well as the first ad buy. The Facebook page delivered a candid, empowering message that immediately struck a chord with women. “The community was so receptive to the brand from the very start," said Glick. “We had a lot of women commenting and liking all of our posts from the beginning."