Skincity's shift from traditional to creator-led marketing

Skincity, a Swedish e-commerce skincare retailer, had built its marketing on traditional advertising formats and risked losing relevance as its customers moved their skincare discovery to digital and social channels. Cure Media's reading was that staying relevant meant building the brand's presence through creator-driven content rather than conventional advertising, matching the places where skincare advice and product discovery already happen.

The core move was structural rather than a single campaign. Cure Media reports repositioning creator-led content as Skincity's primary marketing vehicle, in place of or alongside traditional formats. The specifics of that shift, the creators involved, the content formats and the channels used, are not named on Cure Media's case page, which itself notes that execution details were not provided.

The logic is that a creator-led model suits a category crowded with generic product claims, where a retailer needs a presence in the digital channels its customers actually use. Cure Media reports a 60% jump in awareness, a 90% increase in consideration and a 400% rise in brand preference on social media, though these figures are self-reported and no reach, engagement or revenue data was published. With no named creators, channels or dates, the case documents a client relationship and a direction of travel rather than verified effectiveness, and buyers would need to ask Cure Media for the underlying campaign data.