Epicutis
Epicutis is a science-based skincare line that treats skin health and not age. Their products use patented active ingredients in small-batch formulations. To enhance their social presence and generate leads, Epicutis partnered with Backroom for a 12-month social and marketing activation. I collaborated with a graphic designer to create engaging in-feed content. I also developed influencer partnership strategies, sourced user- generated content, and managed relationships with influencers.
Project Role | Backroom
Social Media Management
Community Management
Influencer Partnerships
The Strategy
Our social media strategy for Epicutis aimed to position the brand as a trusted and relatable skincare solution. We focused on creating content that resonated with our target audience, both clinicians and end-users. For clinicians, we highlighted their expertise and compassionate approach to patient care through engaging visuals and stories. This content was designed to spark conversation and build trust within the medical community. For end-users, we emphasized the importance of personalized skincare routines and the journey to healthy skin. By sharing relatable lifestyle content, showcasing product benefits, and visually storytelling the brand's mission, we aimed to inspire engagement and foster a loyal community.
The Results
Clinician Account Success
Drove an average of 100–200 new clinician accounts per month, expanding product distribution across MedSpas nationwide
Revenue Impact
Generated over $1 million in online sales through targeted social content, education-driven campaigns, and community engagement
Platform Engagement
Achieved strong average engagement rates across platforms:
2% on Instagram
0.7% on Facebook
8% on LinkedIn (clinician-targeted content led here)
Follower Growth
Reached a +11% MoM follower growth rate across Instagram, TikTok, and LinkedIn
Gained 5,000+ new Instagram followers in under 5 months through consistent, value-first content and influencer partnerships
