SEGA January 23, 2023

Skincare, Sport and SEGA

  • Strategy

    Brand Strategy, UX Strategy

  • Design

    UI/UX Design, Art Direction

  • Client

    Envato

Open Project

A Brand Struggling to Find Its Audience

This emerging skincare brand was created with a clear mission: to provide high-performance sun protection for athletes training and competing under intense sun exposure. Despite its innovative product line, including a specialized sunscreen, the brand struggled to break into the market.

From its launch, the company faced significant challenges—sales were minimal, customer engagement was weak, and they had yet to end a single month profitably. The core issue? A misaligned message that failed to reach and resonate with the right audience.

That’s when the brand partnered with Floca Media and the SEGA Program (Sustainable E-Commerce Growth Approach) to redefine its strategy, attract the right customers, and build a sustainable growth model.

Challenges Faced by the Brand

Lack of Market Penetration

The brand struggled to establish itself as the go-to skincare option for athletes.

Low Sales & Profitability

Despite a quality product, the brand had not achieved a single profitable month since launch.

Misaligned Messaging

Advertising and branding efforts were too broad, failing to connect with the niche audience.

One-Time Purchases & Low Retention

No strategy was in place to encourage repeat purchases or long-term brand loyalty.

SEGA Implementation

Floca Media implemented a multi-layered SEGA strategy designed to reposition the brand, improve customer engagement, and create sustainable, long-term growth.

 

Speaking to the Right Athletes

The first step was refining the brand’s positioning and messaging to ensure it resonated with the right audience—athletes training in outdoor environments who needed advanced sun protection.

Data-Driven Audience Segmentation

Using insights from Media Buying campaigns, we identified sub-niches within the sports community—runners, cyclists, surfers, and outdoor fitness enthusiasts.

Tailored Messaging & Creative Strategy

We refined the brand’s tone to emphasize performance-driven skincare instead of generic sun protection. The new messaging focused on durability, sweat resistance, and long-lasting protection for peak performance.

Ad engagement and CTA increased by 250% after optimizing messaging and audience targeting.

Personalized Customer Experience: The Athlete Skincare Quiz

To enhance the customer experience, we developed an interactive quiz designed to match athletes with the best skincare routine for their specific sport and exposure level.

Dynamic Questions

The quiz asked about training habits, sun exposure, and skin type.

Tailored Messaging & Creative Strategy

We refined the brand’s tone to emphasize performance-driven skincare instead of generic sun protection. The new messaging focused on durability, sweat resistance, and long-lasting protection for peak performance.

Seamless Shopping Experience

Quiz results directly integrated into a personalized landing page, streamlining the purchase journey.

  • Conversion rates on quiz-generated pages were 3.5x higher than standard product pages.
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  • The AOV increased by 130%, as customers were more likely to purchase bundled products tailored to their needs.

Upsell & Retention Funnels: Building Long-Term Customer Value

A key SEGA strategy is ensuring brands maximize the value of every customer acquired. We developed post-purchase funnels designed to increase LTV and retention.

Post-Purchase Upsells

After a sunscreen purchase, customers were introduced to hydrating after-sun care and moisturizing balms for skin recovery, creating a complete skincare routine for athletes.

Automated Email Sequences

Implemented educational content and exclusive loyalty perks, nurturing long-term relationships and encouraging repeat purchases.

Subscription Model Introduction

Launched a subscription plan for sunscreen refills, ensuring customers never ran out of protection.

  • Repeat purchase rate increased by 45%.
  • LTV grew by 50% within the first six months.
  • Subscription adoption led to a steady stream of recurring revenue.

Final Results

Over 18 months, the SEGA Program transformed this struggling skincare brand into a profitable and scalable business.

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Increase in sales

Driven by precision audience targeting and optimized ad spend.

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AOV Boost

Thanks to personalized shopping experiences and strategic upsells.

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AOV Growth

Customer loyalty was duplicated, creating long-term brand sustainability.

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