Launching Skintimate’s New 2 in 1 Shave Oils + Moisturizer Line
Q: Can you walk us through the inspiration behind the new Skintimate Oils line
Amanda Alvarez: We are thrilled to launch the new Skintimate 2 in 1 Shave Oils + Moisturizers! The inspiration behind this line came from observing consumer trends and listening to what women truly want. We saw that oils were the fastest-growing format in shave preps, and that women seek products that not only perform their specific duties but also provide added skin benefits.
As the #1 women's shave gel brand¹, we knew that if we weren't going to be the first to market with a shave oil, we were going to be the best. Many women shared that their skin feels dry after shaving, so we aimed to create a product that not only improves the shaving experience with excellent glide but also leaves the skin feeling moisturized all day. Our goal was to differentiate ourselves from existing products on the market by offering superior value and a unique, skin-loving experience.
Q: Tell us about how you went about developing the oils – were there any obstacles you overcame or notable accomplishments along the way?
Amanda Alvarez: It’s amazing how much detail goes into launching a new product and it all starts with the right formula. We knew it was crucial to provide the all-day moisturizing benefits that consumers desire, while also being lightweight and non-greasy. Additionally, we needed to ensure it wouldn’t clog the razor during shaving, and all while being made from skin-friendly ingredients that deliver a quality experience.
Ensuring our products are dermatologist-tested and suitable for sensitive skin was another key accomplishment, making them ideal for full-body use. Achieving moisturizing benefits with a product used in the shower is challenging, so we were thrilled to offer all-day moisturization when used while shaving, and even 24-hour hydration when applied post-shave as well.
Consumer validation was key throughout the entire development process, from the formulation to the fragrance to the packaging, ensuring we launched the best product to appeal to women. We knew we were ready to go to market when our product not only met but exceeded consumers’ expectations of performance and skin benefits.
Q: What makes these products stand out from the rest?
Amanda Alvarez: What sets Skintimate 2 in 1 Shave Oils + Moisturizers apart is their dual functionality. Unlike other shave oils, our products serve as both a shave prep and a post-shave moisturizer, offering up to 24-hours of hydration! The blend of nourishing ingredients like Aloe, Vitamin E, Shea Oil, Sweet Almond Oil, and Jojoba Oil ensures that the skin is protected during shaving and deeply moisturized afterward. Additionally, our products are non-greasy, lightweight and fast absorbing, leaving the skin feeling soft and smooth.
We’re also proud to be the only shave oil on the market with a fragrance-free offering, which is key for those with sensitive skin. This was something we heard as overwhelmingly important from consumers, and we made it a priority to deliver.
Our commitment to quality and safety is reflected in our products being free from animal testing, parabens, phthalates, sulfates, and dyes. If that wasn’t enough, we’re also excited to offer the best value price point per-ounce on the market. This means that even with our high-quality ingredients and exceptional performance, we provide an affordable option for consumers. This combination of quality, functionality, and value truly sets Skintimate 2 in 1 Shave Oils + Moisturizers apart from the rest.
Q: Can you speak about the launch of the product line? How is it being brought to market?
Kim Sullivan: Relating to the rollout and the key retail partnerships, our plan was to launch with excellence as we planned to maximize consumer trial and retail impact. We wanted to gain trial by capturing price-conscious oils considerers and conquest competitive oils users who are looking to explore. These are our core targets vs. sourcing from our current Skintimate prep user base. Our team created a full funnel integrated launch plan with social/influencer, social commerce via TikTok Shop exclusively listing Oils, public relations, search, couponing, display and shopper efforts. With acceptance in four key retailers, Skintimate is making a strong entry into the shave oil segment. We are receiving 5-star reviews and great consumer engagement.
Monica Cushner: The team went into this launch aiming to generate drive buzz and establish credibility, Skintimate leveraged a robust PR newsroom strategy, which has already placed Skintimate Oils in top-tier beauty publications such as Forbes, Marie Claire, Business of Fashion, Essence, and Yahoo Lifestyle earning 250M impressions at the get-go. These earned placements position Skintimate as a leader in the evolving shave oil category and support brand awareness among key consumer demographics.
Kim Sullivan: With regards to consumer promotion and retail support, we are offering a couponing programs along with targeted digital promotions across a variety of major retailers. In addition, we have dedicated Search investment in place to reach those competitive oils users. To enhance how our products show up in market and educate the consumer even more, we partnered with Nina Nadazdin (Assoc. Creative Director) and our internal creative team, to deliver this exceptional educational Oils video that is being embedded in online personal display pages, on YouTube and part of brand sponsored search efforts.
Q: When it comes to launching these products, is Skintimate employing any exciting tactics?
Elise Araujo: For the launch of Skintimate Oils we are embracing cutting-edge visual technology with VFX CGI creative. By doing so, we aimed to create an engaging and memorable experience for consumers. CGI is not only on-trend but it’s also incredibly thumb-stopping, which is key in today’s fast-scrolling digital environment. The use of this technique allows us to visually bring the benefits and essence of our Skintimate Oils products to life in a way that feels fresh and exciting. It makes it easier for consumers to connect with the product and understand its benefits more creatively. Ultimately, this sets us apart from the competition in an otherwise, crowded market.
Q: Can you talk us through the use of CGI in your creative assets and why you chose to use it?
Elise Araujo: CGI plays a central role in our creative strategy for Skintimate Oils. We chose CGI because it enables us to exaggerate the benefits and create a hyper-realistic, yet artistic representation of the product. It’s also incredibly versatile, allowing us to craft eye-catching visuals that might be difficult or impossible to capture with traditional photography.
Additionally, as VFX and CGI continue to grow in popularity, they provide a modern way to capture attention in a cluttered digital landscape. By using VFX and CGI, we knew Skintimate would stand out with creative assets that are as engaging as they are informative. Our CGI assets have garnered 7.5M views for the brand in the first 3 weeks of launch.
Q: What do you think will resonate most with consumers, with the launch of the Skintimate Oils Line?
Amanda Alvarez: We believe this product will be highly relevant to consumers. The product's superior quality, offering both a great shaving experience and exceptional skin benefits, will stand out. Our cutting-edge marketing campaign will also help reach consumers and highlight the unique advantages of using oils.
We are excited for women to try our new shave oils. Based on consumer testing, we are confident they will enjoy the results. Shaving with a clear oil may be a new experience but it offers great visibility to prevent missed spots, and we believe this will be the smoothest, silkiest, softest their skin has ever felt after shaving, especially if they pair our oil with a Skintimate razor. Many have already noted how moisturized their skin feels without needing additional moisturizer post shave. This time-saving bonus is also definitely appreciated. We are confident that once women try our Skintimate 2 in 1 Shave Oils + Moisturizers, it will become their new go-to shave routine.
Monica Cushner: From the "holy grail of shave oils" to "the smoothest, silkiest, softest shave ever," early consumer reviews highlight the standout performance of Skintimate Oils. Featuring 24-hour moisturization, fragrance-free options, and better value per ounce than competitors, this product delivers superior skin benefits at an affordable price. Check out the new 2 in 1 Oils + Moisturizer line now!
