TANDEM SKINCARE

Launching a skinimalism movement in a hyper-saturated market

THE CHALLENGE

There are no two ways around it: skincare is confusing. It seems that every week there's a new buzzworthy ingredient or treatment we are all being told we simply must start using.

With thousands of innovations happening in beauty labs each year, it can be hard to stand out in a crowded market and position yourself as a hero product, and not a passing fad.

Recognising that complex routines and long ingredient lists can be overwhelming for the average person, Tandem Skincare set out to appeal to a demographic seeking efficiency and simplicity in their skincare. The industry's expansion, projected to reach astounding heights by 2026, has made visibility and distinction harder than ever for emerging brands.

Tandem Skincare approached Lekker with the difficult task of capturing audience attention in this highly competitive and saturated market, carving a niche for themselves amidst the ever-growing lust list of skincare options.

OUR RESPONSE?

We helped Tandem own the beauty buzzword ‘skinimalist' – a philosophy advocating less is more with high-performance skincare products.

THE BREAKDOWN

Our approach catered to those overwhelmed by intricate beauty routines and craving simple, straight-forward solutions that aligned with their views and lifestyle.

Emphasising the brand's commitment to vegan, cruelty-free products, Tandem Skincare managed to create a unique identity that resonated with conscious consumers.

The brand's presence, particularly on platforms like Instagram, underscored its minimalist ethos, appealing to an audience that valued sustainability, effectiveness and authenticity.