The INKEY List

A beauty launch never looked so good

Bringing the unique proposition
of ‘Knowledge Is Your Power’ to
life through a fully integrated
global campaign.

The challenge

To elevate reach and establish an audience in the US. Our objective was to boost The INKEY List’s profile, generating a buzz among beauty editors and challenging the competition, going on to impact a secondary aim of spiking conversions and increasing sales.

Making it happen

Focused on thinking longer not bigger. IMA’s fully integrated team brought this 360-degree campaign to life. Our insight was that the existing #askINKEY service was a real asset, ultimately building a community for skincare knowledge, sowing brand goodwill and offering a unique, bespoke service along the way. Knowledge truly was its power.

We were to target a consumer that is curious but confused about skincare, an audience that current skincare marketing excludes. This gave us a point of difference and created a platform to build empowerment. We wanted to celebrate real people, real conversations and real knowledge shared.

Our first step was to engage the very people we wanted to attract, because in our post-influencer climate, audiences want to hear what a product can do from a real person who actually uses it rather than being told by a paid ambassador.

We filmed The INKEY List’s earliest and biggest superfans sharing their personal skincare journeys. Resulting in a suite of down-to earth, sensitive conversations about how The INKEY List empowers people to feel more comfortable in their skin.

We translated the film content across a range of over two hundred digital deliverables and a fully transactional website. We also mapped out a media plan and secured a competition-won TV spot and popular podcast partnerships. Next, seeding boxes were sent out to influencers in the US and UK so they could create their own personalised recipes and encourage their followers to do the same by asking INKEY.



recipe builder views in just 2 weeks of going live

10 million

impressions in just 2 weeks of going live

39% vs 25%

YouTube view through rate vs benchmark


pieces of influencer content vs a target of 40+

We’re truly delighted with the Knowledge is Your Power campaign. It is always a challenging brief for an agency to bring to life something that we, as a brand, feel so passionate about. As a smaller, growing brand, working with an agency that is fully integrated and that took the time to truly understand our requirements was a must. We’ve been really impressed with the channel strategy and how our message is reaching a new audience.

Colette Laxton, Founder