Product launch:
Acne body wash & spot patches
Curology has acne patients covered—from head to toe.
Background
Curology released two (!!) new products separately in June 2020: the acne body wash and the emergency spot patches, aka pimple patches. I helped create some of the assets to go along with the launch.
With new product launches come a need for a new tagline. The problem was there’s not a whole lot of overlap between “emergency spot patches” and “acne body wash.” We played with ideas like “products to treat your entire body” and “you’ve got skin, all over,” and it was getting progressively creepier and creepier.
Enter: “we’ve got you covered—from head to toe.” And I came up with it!
I’m unreasonably proud of my 8-word brainchild, especially since it’s become our go-to when selling these two products together. I hope you like it too!
Landing page
Emergency spot patch announcement email
bay area, ca
Challenge
Tell everyone and anyone that we have a new, shiny product! The email should:
Announce the product launch
Introduce what it is and what it does
Explain how to use it
Include some early-tester testimonials
Include a CTA to add it to the patient’s next box
(Slight) problem
“Emergency spot patches” is a vague product name—you know it, I know it, everyone at Curology knows it. The reason we named this product “spot patch” instead of “pimple patch” is because our legal team found some legal sticky spots with the latter and with the words “pimple” or “zit” entirely. So one small challenge of this email was communicating what the heck a spot patch was.
Results
Open rate
Current patients – 44.64% (430,344 total sends)
Non-patients – 25.34% (136,902 total sends)
Canceled patients – 32.70% (87,082 total sends)
Email click rate
Current patients – 5.09%
Non-patients – 0.89%
Canceled patients – 0.69%
Unsubscribe rate
Current patients – 0.28%
Non-patients – 1.16%
Canceled patients – 2%