Reach meets effectiveness: How BIODERMA is increasing its brand awareness with Skeepers

BIODERMA belongs to the NAOS Group and specialises in dermatological cosmetics Its success story began 46 years ago: In 1977, French biologist and pharmacist, Jean-Noël Thorel, developed its first products. Once he established BIODERMA in 1985, Thorel focused explicitly on skincare.

The brand’s holistic approach is unique. It is conveyed through the principle of ecobiology, a combination of “ecosystem” and “biology”. The skin is considered a living ecosystem that interacts and changes according to its environment.

With its wide range of products for different skin types and its special focus on sun protection, BIODERMA has become a leading brand in the field of skin care. BIODERMA now operates in over 100 countries and is growing steadily in Germany.

• Increase brand awareness and visibility

After BIODERMA had already successfully worked with Skeepers in Spain, the first Skeepers campaign in Germany was launched in January 2023. This joint project aimed to significantly increase BIODERMA’s reach and brand awareness in Germany.

Moreover, the aim was to generate product reviews in order to increase visibility and improve its online reputation among eretailers. BIODERMA had formerly relied on a few micro-influencers to implement influencer campaigns, but the challenge was to find suitable content creators.

Thanks to its partnership with Skeepers, BIODERMA was able to implement, automate and scale the processes of influencer activation and influencer management. The brand freed up significant time and was able to devote it to other projects.

• A platform to get your microinfluencer strategy structured
• Management: influencer campaign plan

BIODERMA chose to partner with Skeepers using their Influencer Marketing and Gifted Reviews solutions. On the Skeepers’ influencer platform, BIODERMA used filters to select from a wide range of influencers who had the best strategic brand fit. The platform’s “”Personal Profile”” function enabled precise targeting, ensuring the highest profile relevance and significantly simplified the selection process for the cosmetics brand, making it much more efficient. BIODERMA has launched six campaigns (as of June 2023) on Instagram and TikTok. Up to 788 influencers applied to be part of the campaigns that were set up with most influencers between the ages of 27 and 38 years old and female. A partnership was established with 138 influencers.

BIODERMA defined the product features the influencers should highlight with the NAOS digital manager developing campaign plans and drawing up a detailed briefing for the influencers. This included the key messages, suitable hashtags and information on what should be avoided when presenting the products. After the partnering was approved, the products were shipped to the influencers. A total of 97 publications ensued. As part of Skeepers’ Gifted Reviews solution , BIODERMA items were shipped to consumers in exchange for a text and star rating published on the BIODERMA website and at partner retailers DocMorris and Shop Apotheke.

• 141 reviews
• 4.98/5 Global rating

BIODERMA received a total of 141 product reviews with an overall score of 4.98 out of 5 stars through “”Gifted Reviews””. This sustainably strengthened consumers’ trust in the products’ effectiveness. The positive reviews also afforded a stronger positioning among e-retailers. The above results show the success of the Skeepers campaigns and significantly support the BIODERMA cosmetics brand in achieving its goals in the sphere of e-commerce and social media.

Results on Instagram

5.13 % engagement rate
813 K followers
9 K€ EMV
176 K impressions
173 K reached
39 K likes
1,792 comments
139 stories

Results on TikTok

5.20 % engagement rate
2 K views
106 likes
2 comments

Thanks to Skeepers, BIODERMA was able to achieve the defined goals in terms of reach and brand awareness. The influencer campaigns and product reviews significantly contributed to increasing the visibility of the advertised products and consumer trust. Partnering with the influencers proved to be highly effective. Clear communication and targeted briefings also boosted the campaigns’ success.

BIODERMA found Skeepers’ ongoing availability and the professional, smooth running of the partnership particularly positive. Based on this successful partnership, BIODERMA would like to implement projects with Skeepers in the future. Insights gained from previous campaigns will be used to optimise future activities.

The company plans to launch new product ranges in the near future and will continue to focus on quality ingredients and partnering with suitable influencers. The Skeepers partnership will enable the BIODERMA brand to further strengthen its position as an industry leader in skin care.