SkinDays.
A serum launched with free skin days in 38 stores, booked out before the product reached the shelf.
The challenge
After Bare Minimum, Vela had the trust but not the shelf space. The new serum was going into 38 department stores where shoppers walked past skincare counters without stopping.
The idea
Give the counter away. Skin Days turned every Vela counter into a free twenty-minute skin consultation with no sales pitch, booked online, with the serum only available to try on the day.
What we made.
A booking system and launch film announced a week before the stores. Counters rebuilt as consultation chairs with daylight lamps. 120 Vela advisors trained in four days. A daily social diary of real customers from each store.
- Launch film
- Booking system
- Consultation counters
- Advisor training
- Daily store diaries
Made for the feed.
Cut vertical first, for the platforms where Vela Skin actually gets watched.
- ReelsReels · 1.7M views
- TikTokTikTok · 1.2M views
- ReelsReels · 840k views
The result
11,400 consultations were booked in the first week. All 38 stores sold out of the serum within the launch month, and 46% more new customers bought than at the previous launch. Skin Days now runs every spring.
“We gave away twenty minutes and got customers for years.”
