After a record-breaking year for sales and engagement, Peace Out Skincare have announced their next big move.
The brand, which reached cult status almost immediately with the launch of their acne stickers and microneedling patches, has teamed up with The Trevor Project, a nonprofit organisation for LGBTQIA+ youth focused on suicide prevention.
The partnership rolled out on November 12th with the inclusion of a ‘Shop & Donate’ function on the brand’s website. “With every order placed on our website, you have the option to add a donation to The Trevor Project,” Peace Out says on their website. “There will also be quarterly Trevor Project promotions where we will match every donation.”
The initial promotion to celebrate the partnership ran from November 12th – November 15th, giving customers 20% off after donating $5. The brand then slashed that down to $2, but not because they’re short on sales.
Founded in 2017 by former cybersecurity professional Enrico Frezza, Peace Out Skincare have seen triplet-digital growth and doubled their sales from last year despite the global pandemic.
The secret to their success? TikTok.
In an interview with emarketer.com, Peace Out CMO Junior Pence revealed the pandemic forced the brand to re-evaluate their marketing strategies, focusing on data at a micro level in a way they never had before. “We’re driving more money into marketing, and we’re focusing on the analytics that we’re seeing on a day-to-day basis,” Pence explained. “A platform that we like to use for videos is TikTok. In fact, we recently went heavy into the app and hired a TikTok agency to work with us on creating ads and collaborating with influencers. We’re working with TikTok directly now as well. One of the most important and effective things we did [amid the pandemic] was prioritize and supercharge all the initiatives and marketing plans that we were going to be doing in Q3 and Q4.”
Founder Enrico Frezza was recently featured on the Shopify Masters podcast for the brand’s use of TikTok to generate over 15,000 sales a day. “At the beginning of the year, we started discussing getting involved with TikTok,” Frezza explained. “Before we jumped in, we wanted to put a strategy together.”
The strategy involved gifting specific TikTok influencers some product in hopes they would create content using Peace Out Skincare. Luckily, that’s exactly what happened.
TikTok skinfluencer Kaelyn White created a before-and-after video using Peace Out Pores which reached over 715K views. Her video was then dueted by TikTok’s biggest skinfluencer, Skincare by Hyram, who endorsed the product to his 5 million followers (at the time). Hyram’s duet has over 13 million views, 2.8 million likes, and nearly 75K shares.
“That resulted in the sale of 15,000 units of the product in one single day,” Frezza revealed. “And we sold six months of inventory in three weeks.”
The brand’s recent success makes it the perfect time for Peace Out to partner with The Trevor Project.
As an LGBTQIA-founded brand with a Gen-Z customer-base, it’s important to Peace Out that they take a stance on social justice and align with organisations doing a meaningful work. “For us, as we continue to grow, it was important to put a stake in the ground and pick a partnership we could help make a positive impact,” said Erin Murray, senior director of marketing and strategy for Peace Out. “Last year, our team was four people, now it’s over 20. So we’re able to execute these partnerships in a positive manner.”
For more information on The Trevor Project click here.