FaceGym has seen its digital business boom significantly, seeing a fivefold increase in its ecommerce sales growth this year.
The UK-based skincare brand has recently found a large following on social media platforms Instagram and TikTok, where it performs “facial workouts.”
The company has changed its marketing strategy over during the pandemic, its previous primary source of income coming from in-person treatments.
The treatments range from $60 to $285 and include “express workouts” which use radio-frequency technology that emits heat energy to boost collagen and tighten facial skin.
FaceGym began experimenting with Instagram Live videos, posting tutorials of its popular face workouts in a bid to keep its consumer-base engaged during the pandemic.
Its Instagram account now has 750,000 followers on the platform.
The brand’s new strategy worked after it started to post “short, snappy, educational, slightly more fun content,” prompting its audience to spike 600 per cent.
“All of a sudden we were like, ‘Oh, my goodness, we’re back in the game,'” Facegym chief executive Inge Theron told Business Insider.
“We had no idea of how to monetize it at that point, but we knew we’d come up with something that was catching the eye of our community. That was really just the beginning of our digital pivoting.”
The brand now regularly posts free facial-workout classes at the same time as promoting products to drive sale conversions.
As a result, the company has seen its revenues rise by 50 per cent and its digital sales by fivefold.
The company has changed its target audience base, previously targeting older women in their 40s, however now its main consumer base is at least a decade younger.
“The whole business has become younger,” she added.
“The whole company’s demographic has actually changed.”
Theron plans to focus on growing the company across both its bricks-and-mortar and ecommerce channels.
FaceGym plans to open new locations in Canada, Japan, Australia and the Middle East while also increasing its digital footprint.
“We really see ourselves as the Peloton of beauty, where you can engage with amazing trainers and get that motivation, education and one-to-many connection and really feel like you’re a part of a movement,” she said.