Dr. Dennis Gross "Extra Strength Daily Peel" box by a sink; pair in robes wipe faces with pads; woman holds a packet
Submitted by MG Empower

Dr. Dennis Gross Alpha-Beta Peel #AlphaBetaDuo Campaign

Influencer Marketing

MG Empower ran the #AlphaBetaDuo influencer campaign for Dr. Dennis Gross in the US, driving over 138K+ people to the brand's page on Sephora's website.

7%Sales Uplift
24Influencers

About the campaign

Dr. Dennis Gross worked with MG Empower on #AlphaBetaDuo, an influencer campaign that drove over 138,000 people to its Sephora page. The skincare brand sells the Alpha-Beta Peel, a bestseller whose success competitors were chasing. The brand wanted fresh ways to engage new audiences in the US and drive conversion.

The agency built the concept on the idea that two is better than one, drawn from the peel's two phases. 24 US-based influencers posted skincare-centric content on TikTok and Instagram. The content ran in phases, covering a two-step process and a two-person demo. Top-performing posts were then amplified, targeting skincare concerns on TikTok and lookalike audiences on Meta.

The agency reports that over 138,000 people reached the Dr. Dennis Gross page on Sephora's website. The campaign also lifted the brand's sales by 7%. Meta was the strongest traffic driver, while TikTok was the key source of audience engagement.

Case in 60 seconds

Competitors were chasing the success of the Alpha-Beta Peel, and the brand's before-after demonstration formula needed to evolve, so Dr. Dennis Gross needed fresh ways to engage new audiences and drive conversion.

Skincare shoppers believe what they can see on skin more than what they are told, because visual benefits proved more convincing than verbal confirmation when demonstrating the peel's efficacy.

MG Empower built #AlphaBetaDuo on the idea that two is better than one, which turned the peel's two-phase format into an ownable twist for a crowded skincare content space.

24 US-based influencers posted skincare-centric content on TikTok and Instagram in phases, exploring a two-step process and a two-person demo. Top-performing posts were amplified with optimised calls to action, targeting skincare concerns on TikTok and lookalike audiences on Meta, to send shoppers to the Sephora product page.

MG Empower reports that the campaign drove over 138,000 people to the Dr. Dennis Gross page on Sephora's website and lifted sales by 7%, with Meta the strongest traffic driver and TikTok the main engagement source.

Strategy Breakdown

New consumers in the US, reached through social channels and directed to Dr. Dennis Gross touchpoints on Sephora, with paid targeting by skincare concern on TikTok and lookalike audiences on Meta.
Skincare content is saturated, and competitors were chasing the Alpha-Beta Peel while its before-after demonstration formula had grown familiar, so the brand needed an ownable twist to cut through.
The peel's differentiation as a two-phase product became the campaign's organising device, which let the content defend the product's position by showing what sets it apart.
Visual benefits proved more convincing than verbal confirmation in demonstrating efficacy, so the creative leaned on demonstration that lets shoppers see the result rather than hear a claim.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram

Partners

  • MG Empower

Results & Evidence

MetricValue
People Driven to Sephoraover 138K+ people
Sales Uplift7%
Influencers24 influencers

Why MG Empower's strategy worked

  1. 1

    Efficacy products persuade through what the camera shows, because visual benefits outperformed verbal confirmation here, so creator briefs for such products should put the result on skin in frame.

  2. 2

    A product's own structure can supply the creative device, since a two-phase peel gave creators a two-step and two-person format that ties every post back to the product itself.

  3. 3

    Paid amplification works harder when each network is given a different job, as Meta carried traffic to Sephora while TikTok carried audience engagement in this campaign's cross-platform optimisation.

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