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Category: Marketing Strategy
Tags: advertisingcredibilitymarketingpartnershipsskincare
Entities: Brand Next MediaBrandoCure SkincareDr. MaxfieldDr. Sha
00:00
In today's video, I'm going to talk about an amazing brand called Cure Skincare. You probably know already who they are.
They do around $4 to5 million every single month. And in today's video, I'm going to bring you through their entire funnel, their strategy, their adverts, and most importantly, their creative strategy and approach, which is absolutely a banger.
Now,
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before we get further into the video, my name is Brando. If you are a new viewer, I typically work with 8 figureure businesses as well.
This is just one of our own clients just one day in October that did over $47,000 in sales just in a single day. Okay, this is just to show you the type of caliber of clients that we typically work with so you know that
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I can, you know, walk the walk and talk about these topics. Okay, so let's get further into the video.
Once again, make sure to stick until the end because I'm going to share some really interesting diagrams over here as well, a bunch to share, but let's start as usual to in the world. ARA is a tool that we like to
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use a lot at Brand Next Media or myself. And so this is just a very cool tool where you can just filter and funnel hack a lot of companies.
I like to always filter by active status to take a look at how many ads they're running. Now, keep one thing in mind.
They're doing around $45 million every single month, but they only have 145 active
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ads. The reason why you only see 145 active ads is because they're actually doing a lot of white listing and partnerships with creators, meaning that they're literally leveraging, as you can see here, different pages, right?
These are just some of the pages with influencers, but not only influencers,
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al also doctors, as you see, MD, right? There's also this is another influencer.
Uh they're also using you see Dr. Mooney Sha.
This is like I don't know how to pronounce his name but he's like a celebrity doctor. This is also
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but there's also a famous um kind of these are just some ads. I'm going to bring you through some of these ads.
They're absolutely banger and spending a lot. But there's also another influencer, a doctor that they're leveraging and partner with that is absolutely um one of their best ads.
This guy, you see him? Uh, this is this
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is another one. This is actually creator.
I can't find him. I'm gonna show you if I find them later on, but you you probably see them all over the place.
Uh, but they're doing these partnerships. Uh, you can probably see it on one of their landing pages as we scroll through, but we're going to get to that as soon as we we find them.
Now, these are just some of their ads. Uh,
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they do very very organic and UGC type of driven ads. And one thing that I noticed that they are absolutely kind of like driving um um kind of like this is I would say let's call it their main marketing approach is that they do very like unbiased marketing and and in in a
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way where they're very trustworthy. They come they're selling obviously to people that see a lot of BS from day in and day out and a lot of companies are promising the results.
Their approach is very very kind of unfiltered and very realistic. I'm going to show you some examples as
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we go on into the video. These are just some of the landing pages that we uh are kind of seeing um that are where they're sending a lot of traffic.
Let's just open some of them over here. This is just one of them.
This is the transform dough looking sin into micro infusion facial system. This is obviously their
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bestselling product. Their landing page is very very nice.
First of all, I like how you can jump to sections in case you just want to see the results. You can go over here.
They have a lot of social proof. A lot of it is backed.
This is the doctor that I'm talking about. Not sure if you can see him.
Uh, we can probably see him throughout the page as
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we scroll by, but this is the doctor. Anyways, I can't obviously now I can't show you it, but I'm going to show you who I'm talking about if I find um kind of like the the section, but there's a lot of social proof going on in this uh in this video or or in this landing page.
There's also uh uh this is the
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doctor that I'm talking about, okay, Dr. Sha and Dr.
Maxfield. They have a lot of views on Tik Tok.
They go super viral and they're leveraging authority to sell ethically, right? And these are just some other creators, influencers that they're leveraging.
And there's more, right? This is another one, right?
And so they're essentially um selling and
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this is one of their strategies that they use on the front end by trusted and recommended experts. That's a very strong authority.
And keep in mind, not a lot of companies will invest 2 3 4 5 $10,000 for like one partnership. And so if you know that that is the correct partnership, do it because you're
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basically overspending everybody else on content that you know will probably work. So why not test it?
At the end of the day, if an ad if you spend 500 $5,000 or $10,000 for some sort of partnership and it generates you a million dollars, it's it's of course a very uh very good partnership, right?
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And so uh they sell with science, they do us versus them. They have a step-by-step process.
Everything is super kind of like super well uh organized on the page. And of course, they have a bunch of different they sell with like, you know, dark spots, wrinkles, what do you want to solve?
Their landing page is is honestly unpeccable. It's very very good.
If you
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want to take inspiration from a landing page, this is definitely the page to take inspiration from. They also have other uh pages, the micro infusion page, and this is in French, uh, which also gives me an understanding that they're scaling horizontally in European markets, which is always very, very interesting to do.
Um, and they're also
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doing a car giveaway, uh, Black Friday promotion, but most of their traffic is going, as you can see here, 55% and 16% on these pages over here. Let's go over some some of their ads.
and in their ads. Let's take a look at some of these ads first and then let's discuss uh what's going on.
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>> This is a French ad. Let me just see if I can find a Whoops.
Baby Botox. I do have an opinion about this, but it might be a controversial one.
Look, it works. Baby Botox is essentially a micro dose of Botox, which is a neurotoxin.
It prevents the
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movement of the muscles where wrinkles are most. >> These are just some of VSSL's.
Um, let's take a look at this one. I know that they're doing a lot of like these UGC types of videos.
>> So, I've done my whole face and also my neck and decolage area. It's a bit hip length like you would expect.
And there's a little bit more in the bottle
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to apply that to the rest of my skin. But trust me, you should get this.
I think it's a great value for not needing to go into >> it's a very very you know chill UGC ad. If we take a look at what they're doing on ad spy and by the way I always recommend to use this tool to cross
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reference what's going on. I filter by the URL.
So cure skincare. So I get to see you see all these partnerships they're using their pages to promote their ads right another one Anthony Dr.
Anthony Dr. Munib curis care page Dana Ellis like all of
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these of course they're running way more than 145 active ads as I showed you in Entra right and so they're doing another one another creator so they're doing a lot of whitelisting and talking about whitelisting I'm going to share some of these ads in just a second but just to share with you whitelisting is such a very important approach because we're
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getting into the era where especially with skincare as we go move on into the years skepticism is just going to continue to go up because there's so many scam companies that are promising the stars and giving you nothing. And so what most brands typically do is that they sell a scripted uh you know unnatural ad UC ad and they sell them
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you know they send them to a direct product page. How they um typically tend to do it is that they leverage different points which I can bring you through this uh in this part of this presentation here uh this um workflow.
So you kind of see what they're doing visually. They're leveraging authority a lot.
Okay. So if you have somebody say
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something say a claim if I say a claim a scientific claim versus a doctor says a scientific claim. If you see my video versus the doctor's video, you're of course going to trust the doctor way more.
Uh or at least give it a shot because in my case, you know, I'm not certified to say anything uh you know, it builds credibility, removes uh
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perceived bias, shorten the sales cycle, right? It makes your message feel educated instead of promotional.
There's so many u aspects to this. One other thing that they do a lot, as I told you, is whitelisting.
They're partnering with like these creators and using their page. You can literally, as you can see here, use their uh page on Meta Ads,
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their uh Instagram profile, their Facebook profile. I've I've done this test on average it reduces uh cost per acquisition by 10 to 30%.
So it really depends of course it can be more depending on the creator and the influence or the following or the type of I guess influence that the creator
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has in the space. uh the more the better.
But ideally like this is something that acts as very una like natural and unbiased opinion like unbiased opinion is very you know once again it builds trust. It feels um native and organic reduces ad resistance you know bypasses skepticism by coming
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uh from someone the audience already follows in case they're like maybe a bit more famous. There's a lot of benefits.
Uh and also they do a lot something curious skincare does a lot is like product demo. It's very kind of like product demo.
It sounds very um cliche and simple, but it works. Like if you
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show how the product is is being used. I know that some ads are just like ranting about I guess in some cases it can work, but they're just maybe not actually demonstrating the effectiveness of the product through a demo.
And so just doing a simple demo can work a lot. And one other thing that they use a lot in their videos is purely transformations.
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They're they're continuously showing people in a very organic and natural way how it's allowing uh the transformation to happen and what's happening in their skin, right? And they're recommending the product, of course.
And so one other thing that they're doing is that they're also doing a lot of like uh selling. Uh all of their UGC videos are very I'm
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going to show you some examples, some winning ads in just a second, but their UGC videos are very kind of educational and not too pushy when it comes to marketing. Um I'll share with you what I mean by that.
And also they're uh they're utilizing uh unbiased sale processes as well. Uh I'm not sure if they're doing actual advertorials, but
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their sales page alone is very uh it's really backed by science and backed by authority. Okay.
So, which is kind of like what I want to bring you through this video. The entire uh thing about this video is that they know how to sell with unbiased uh opinions and they know how to leverage authority to you know to
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get the best out of you know their marketing. So, these are just some of the ads.
Let's take a look at some ads over here. So, Saturday or Friday I shared um the micro infusion kit that I use on my skin.
I have no Botox. Like you can
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clearly see I can move my face. I have no Botox, no fillers.
My skin is like the best it's ever been. Obviously, I have a little bit of makeup on, which is blush.
>> You see how the video is very organic, no Botox. Um, it's very She's laying on the couch doing a video.
It's like super organic. It's not salesy.
And she has an
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amazing skin. So, >> and under eye, but I don't like how foundation like, you know, um, or anything.
They have a little bit of makeup on, which is blush. And >> she says that she has a little bit of makeup on, which is completely normal.
Some creators just have like full-on makeup and they try to hide it on camera, which is a typical like skincare
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move. So, they're being very organic and real >> dry, but I don't like how foundation like you know um or anything.
But, um anyways, this stuff is phenomenal. It's science based.
I actually bought a kit so that I could do it on TJ as well. But, I'm totally rambling because I am a
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huge fan of this. So, it's micro need micro needling at home, but then you get this whole serum to like put in your face after.
I just did it two nights ago. I love the way it makes my skin feel.
Like doing it is fun. I always think it's fun.
But then the next day when I wake up, it just feels so good.
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And basically what it does is it creates these micro cuts into your skin and then it makes your body is forced to. >> So once again, one other aspect of this one what I'm trying to do here is is what we do internally at our company brand for our clients when it comes to trying to get results and make a
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difference. We try to we want to understand why these ads are working.
As you can see, you know, 6,000 likes, almost 1,000 comments. There's a bunch of things.
Also, we like to read all through all these comments. This is all super useful information, but I'm trying to understand why this ad is working in the first place so that I can reproduce it in my own in my own way.
And by the
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way, one way to do iterations, which is something they do a lot, is that they keep the framework. They try to understand the buying trigger of why people are actually taking action and buying.
And I noticed a couple things. They're doing very raw content.
They're leveraging authority, right? They're not salesy and pushy.
They have a creator
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that has a beautiful face, right? Even this creator over here, he's a male and he has a perfect face, right?
And it's basically a very similar type of video. So, one might say these are like complete two different a completely different videos, but I would call these iterations.
And I'm I'm going to show you what I mean in just a second because there the script is different, the
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creator is different, but the style and the approach is very similar. So, I would actually in today's Andromeda the update uh version, I would call this more of an iteration based on something that I know already works.
And so, this is just another example of a video. So you kind of know, you know, you understand what I mean by this.
Let's
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take a look at what they're doing. >> Does it hurt?
I wouldn't say so. It feels like temporary static on the skin.
You left feel a little bit of redness on the skin, which for me fades in no time, even on my most sensitive skin. Plus, it only takes 5 minutes every 2 weeks.
So, anyone can fit this into their routine.
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Now, this may be controversial, but I'm okay with that. If you've seen skincare brands telling you that you're going to look 10 years younger if you use their cream or like this is Botox in a bottle and don't even get me started on the phrase aging backwards because unfortunately these brands are lying to you.
>> Yeah, these brands are lying to you. So
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this is the type of marketing that I was referring to before there they know and also like real real results no promises like who who writes that in their marketing message? I'm not sure if you can see it because I think it's the the screen is a bit cut but it says real
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results no promises like who actually says that right here you go real results no promise who says that this is like so uh raw organic real right let me keep on can completely reverse the signs of aging other than Botox but what we can do is promote our skin to regenerate
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become more firm and more plump and boost our hydration and that overall glow so I would never personally promote or even speak about a product that I don't fully believe or one that I feel overpromises on results. And yes, I get paid to promote product, but unless I see the data, the science, and the real
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world results. >> He's saying, "Yes, I get paid to do these videos, but I only promote brands that actually make a difference." And you basically you can see it on my face cuz the way that I treat my own face, right, >> for myself, I'm not recommending it.
I'm not even touching it. I need to see the proof.
There is a stapling device I really believe in called Micro Infusion
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by Cure Skincare. And what I love about this brand and their device is that they are a no BS brand.
They don't promise life-changing results, but their micro infusion really does support your natural skin and gives me results that I really, really love. And not only is it backed and used by dermatologists like Dr.
Shan and Dr. Matzfield, two of my
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favorite >> extra authority favorites, but it's also developed by super knowledgeable experts in the field. And their system gives hundreds of thousands of customers results like this and like this, which are real, honest results.
Smoother, more firm feeling skin, brighter, more hydrated. Now, it's not removing
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wrinkles, but it is helping people to feel more. So in this case, he's doing less of a product demo because he just started at the beginning like kind of showing it also because he says that you have to do it after, you know, 5 minutes every two weeks.
So you use it once every two weeks. So he's obviously doing a very laid-back just conversational video, but this is probably what is
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working well and why he's like a famous I think he's a famous Tik Tok creator and he has a bunch of you, you know, followers and and likes and engagement. He knows what he's doing and obviously it's working.
And so one other thing once again, I have the Curled LED mask. They sent it to me for free which was so kind of never being able to afford it.
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Whatever. Yeah.
Read all through all the these are basically gold mines guys. I remember when I was the young uh that young and my skin was that tight and smooth.
I was so beautiful so him and have the photos to prove it. I hope this new and improved snow whatever snake old delivery system proves to be fountain of
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youth but I've taken great care of my whatever. I don't know what this is but read all these stories especially if they have likes like engagement.
It it gives you a lot of context as to what people are resonating with. And it seems like this industry, they're just tired of receiving BS claims and they just want something real and something, you
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know, that actually works, which is kind of their old approach. You see, they're selling through their his page.
James, he has 2 million followers. Probably post like this cost a lot of money, but hey, uh, do it and you will probably get some results even if it costs a lot.
And as you can see here, there's also other
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pages. Let's take a look at one ad with like a couple of doctors because they also are being paid to do this.
Let's take a look at this one which is clearly a winner. Let me open it up over here.
But yeah, once again the type of iterations that you you have to start
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thinking about is understanding the frameworks of these videos and making iterations with yes different hooks but also different creators and and and different scripts but by m maintaining the form of of the actual video. I talk about this a lot but a lot of people don't understand why videos work.
They
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don't dissect them. They don't break them down.
We actually have this document over here. Uh that is basically what it does.
What we do internally at the team is that we break down scenes scene by scene and we do it because it's important for us to understand what is happening when what's being said when why understanding the framework of the
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video and also like buying triggers like what's actually happening in the video that is making people to buy. Is it because of a scientific validation?
Is it because the doctor is there? Or is it because there's a lot of emotional drive in the video?
Is it because of this, this, and that? Is it because the brand is like being non- salesy?
Like all
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these elements as as long as we understand what they are, we can then repurpose them in whatever way, shape, or form. Right?
So, let's take a look at this one step further by combi. This is micro infusion.
Here's how it's different and here's how it targets your skin concerns. I'm Dr.
Sha, Dr.
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Maxfield. We're board certified dermatologists with many years of combined experience treating skin concerns.
>> Right. And we're discussing the cure micro infusion system and how it's different from traditional micro needling approaches.
Let's start by understanding the fundamental difference. Traditional micro needling creat.
>> So this is an educational video. Once again they're not shoving the you know
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shoving the product down your throat. They're actually like being educational about.
And then they go probably to the landing page right that we already saw which is also backed with a bunch of proof. You get the point.
Let's take a look at what they're doing with their post-purchase or like as people are buying. Painful, pay today.
Okay, they
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have a couple payment options. Pretty standard checkout.
I like this a lot. This is really cool.
They have Shopify Plus, of course, to add these features. You can add extra
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things to the cart or to the order. Anyways, I'm done for this video.
I don't want to drag this too much, but they're obviously they know what they're doing. you know, when when you are out of ideas from like your your competitors, like look for let's just say I'm selling like another type of skincare product or maybe I'm selling um let's just say even like another type of
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like uh pain product. Let's just say I'm selling a pain product that's selling that that is helping women in their 40s 50s um is helping them with like back pain or some sort of pain on in their body.
I would still analyze this brand because it's a shared audience. So, as long as the person or the brand that
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you're targeting or not targeting, but um essentially studying is at least sharing a similar type of audience that you're promoting to, it's worth analyzing, right? I I can guarantee you that if you use this type of marketing approach and marketing kind of fundamentals to your own company, even if you're selling like maybe a bit of a different product, it's still going to
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work if you do it right. Of course, it's working for them, right?
So, uh that's it for this video. Hopefully, it was valuable.
Let me know if you have any questions. If you are a brand doing at least $100,000 a month and you want to explore the opportunity, having us doing the creative side, having us like essentially partnering with us as a, you know, as growth growth partners, I
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should say. You know what to do.
You can book a call in the first link in the description. Uh, if you want to do that, cool.
If you don't, also cool. It's up to you.
And, uh, that's it. See you in the next video.
Bye.