InnovaDerma PLC Appointment of Skinny Tan brand ambassador (7143O)
12 Octubre 2021 - 1:00AM
UK Regulatory
TIDMIDP
RNS Number : 7143O
InnovaDerma PLC
12 October 2021
InnovaDerma PLC
("InnovaDerma" or the "Company")
Appointment of Love Island's Liberty Poole as Skinny Tan brand
ambassador
InnovaDerma (LSE: IDP), a leading digitally focused UK beauty
brand developer, is excited to announce the appointment of
Instagram influencer Liberty Poole as a Skinny Tan brand
ambassador.
-- Liberty was a popular contestant on the latest series of Love
Island. She has 1.5 million Instagram followers with over 90% of
these being female.
-- The engagement of Liberty as a Skinny Tan brand ambassador
will significantly increase brand awareness to a key tanning
demographic and supports our strategy to diversify our customer
base and digital media channels.
-- Complements Skinny Tan brand ethos of female empowerment, self-care and body positivity.
-- Liberty will also appear on ITV's Dancing on Ice series,
further increasing her popularity and therefore our brand
reach.
Liberty participated in the latest series of Love Island, the
popular reality television programme, where her messages of
self-love, self-care and authenticity won her rapid ascent to
popularity and over 1.5 million Instagram followers - over 90% of
which are female. Her values of self-love and female empowerment
are very aligned with those of Skinny Tan and this presents a great
opportunity for the Company to market to a younger tanning
demographic.
Female 18- to 29-year-olds self tan more than in any other
demographic, however, historically Skinny Tan has been mostly
marketed to those in the 35 to 50 age range. This collaboration
with Liberty represents InnovaDerma's first significant paid
influencer programme and it will be key to introducing the brand to
a new group of consumers. This partnership will complement
InnovaDerma's existing multi-channel digital marketing approach,
creating a highly visual marketing proposition which is expected to
boost both sales and brand awareness. More broadly, this is an
important strategic pillar of InnovaDerma's transformation into a
fast growing, profitable enterprise.
During 2021 Love Island became the most watched digital channel
programme of the year for those in the 16 to 34 age group, reaching
a peak audience of 3.3 million viewers and setting a new record on
the ITV Hub. According to research from the British Audience
Research Bureau, around 58% of viewers are female and more than
half are aged between 16 and 34. A recent YouGov poll of Love
Island viewers showed 70% indicated a strong interest in beauty
categories. Liberty has also recently been announced as a
contestant on ITV's Dancing On Ice starting in January 2022, this
will again put her in front of millions of people each week and
should provide further opportunities to increase Skinny Tan's brand
recognition and sales.
Blake Hughes, CEO of InnovaDerma, said: "Liberty captured the
hearts of the nation with her journey to discover self- love and
self- worth in the Love Island villa, and that authenticity is
exactly why we're so excited to have her represent the Skinny Tan
brand. The collaboration with Liberty forms an important part of
our strategy to diversify our digital media model and appeal to a
younger tanning demographic, particularly those in the 18-29
category. I look forward to working with Liberty to help progress
InnovaDerma's journey to sustainable, profitable growth. In
addition to targeting a new demographic for Skinny Tan, we have
also been hard at work on new product development and I look
forward to sharing additional details on this in due course."
Liberty Poole added: "It's amazing to be partnering with the
Skinny Tan team. I love Skinny Tan's amazing natural looking tan
and its inclusive message of body positivity and self worth. The
fact that the products are also all vegan friendly, cruelty free
and filled with skin caring natural ingredients is incredible.
We've got some exciting things planned and I can't wait to share
them!"
Further enquiries
InnovaDerma
Blake Hughes c/o TB Cardew
finncap Ltd
Geoff Nash/Kate Bannatyne +44 (0)207 220 0500
Alice Lane - Corporate Broking www.finncap.com
--------------------------
TB Cardew
Shan Shan Willenbrock/ + 44 (0)7775 848537
Olivia Rosser + 44 (0)7552 864250
innovaDerma @ tbcardew.com
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