Building a media portfolio around personalised skincare
Result: 5 published article examples across 4 major publications, combining hands-on reviews with founder and technology coverage.
Featured in: Business Insider · New York Post · Reader’s Digest · Forbes
The challenge
PROVEN was selling a different approach to skincare: personalised formulations shaped by a customer’s skin concerns and profile. That proposition required explanation. A prospective buyer needed to understand the personalisation process, what the products were like to use and why they should consider switching from an existing routine.
The campaign opportunity was to make those questions the foundation of the coverage. A founder feature could explain the thinking behind the business, while a hands-on review could show the customer experience in practice. Together, these formats could give buyers a fuller picture than a short product mention.
Our approach
We coordinated a portfolio of coverage across Business Insider, New York Post, Reader’s Digest and Forbes. The work combined product reviews, founder storytelling and features exploring the intersection of skincare and technology.
Each format served a different purpose. The reviews addressed the experience of choosing and using the products. The features gave the brand room to explain its model and the story behind it. Rather than rely on one article to communicate everything, the portfolio offered several entry points for readers researching PROVEN.
The published work
Business Insider
A detailed review documenting the writer’s experience over five weeks, including the personalisation quiz, individual products, before-and-after imagery and considerations around price. A useful example of coverage that answers the practical questions a buyer may have before purchasing.
New York Post (2021)
A dedicated product-review article, adding another publication and perspective to the brand’s review portfolio.
Reader’s Digest
A further dedicated review, extending the portfolio beyond a single publisher’s assessment.
Forbes: two features
Two features approaching the brand through its technology and business story, including a founder interview. These gave PROVEN space to explain the proposition behind its products alongside the hands-on review coverage.
What we delivered
Five published article examples across four major publications, spanning reviews, founder coverage and technology-led features. These are examples from the programme rather than a claim that five articles represent the entire engagement.
Why it matters commercially
The portfolio gives prospective buyers several ways to evaluate the brand. Someone interested in the technology can read a feature explaining the proposition; someone closer to purchase can examine a detailed product review. The coverage also gives PROVEN published references it can point customers toward when explaining its offering.
The value here is the depth and range of the coverage. Multiple articles provide more substance than a collection of publication logos, with each piece helping answer a different customer question.