Introduction & Context:
ANYNA Paris is a French premium skincare brand targeting women aged 25–45, offering high-quality formulations with luxurious appeal—without the luxury markup. Competing in a saturated market with dominant players like Caudalie, L’Oréal, and The Ordinary, ANYNA needed to carve out a distinct digital identity and build a high-performing customer acquisition ecosystem.
At the time of engagement:
- They had a minimal online presence
- No email marketing system
- No paid ad structure
- No clear brand voice or customer journey
The brand wasn’t underperforming—it simply hadn’t launched strategically. Our mission: build a full-funnel digital marketing blueprint to bring ANYNA to market and scale profitably.
The Challenge (Pain Point & Problem Statement):
Despite a quality product and clear niche positioning, ANYNA Paris faced:
- No acquisition system—paid or organic
- No customer data or segmentation strategy
- No storytelling or content pipeline to differentiate from the sea of “clean skincare” brands
- The brand lacked technical setup: no pixel, no analytics, no CRM, and no funnel
The biggest risk: launching with a beautiful product but no structured roadmap for growth or retention.
Category
Digital Marketing Strategies
Clients
ANYNA Paris
Location
Paris, France
Led & Executed by:
Mohamed Chourouki
The Strategy & Execution (Step-by-Step Breakdown of Actions Taken):
I designed a comprehensive, 4-phase strategy called:
“GLOW: Grow, Launch, Optimize, Win”
This served as the foundation for a sustainable and scalable digital ecosystem.
🔹 Phase 1: Market & Brand Foundation
Conducted deep competitor benchmarking (9 direct French & international brands)
Built 3 detailed buyer personas:
“The Mindful Millennial” (27, wellness-focused)
“The Parisian Professional” (36, skincare-savvy)
“The Postpartum Comeback” (32, beauty-rebuilding journey)
Defined core messaging: “High-performance skincare without the intimidation or markup.”
🔹 Phase 2: Funnel Architecture & Platform Setup
Implemented the tech stack:
Shopify + Klaviyo + Meta Ads + GA4 + Hotjar
Pixel tracking, event tagging, and GA4 eCommerce goals
Designed a 4-layer funnel:
Awareness – Meta/TikTok video ads
Consideration – Education email series + landing pages
Conversion – Retargeting ads, bundle offers, urgency timers
Retention – Automated flows (post-purchase, replenishment, review request)
🔹 Phase 3: Content Strategy & Media Kit
Built a content calendar for 90 days:
Skincare tips, myth-busting, ingredient spotlights, customer routines
UGC briefs, founder storytelling, and behind-the-lab content
Created a brand kit: tone, voice, color psychology, CTA framework
Developed launch creative sets:
Hook: “Not your average clean skincare. ANYNA is science-backed, sensorial, and seriously effective.”
Visuals: Close-up skin textures, serum dripping shots, ingredient animations
🔹 Phase 4: Ads, Email & Automation
Launched testing campaign on Meta:
Budget: €1,500/month
Audiences: Lookalikes from website traffic (retargeting) + interest-based (skincare, cruelty-free, dermocosmetics)
Ad types: UGC testimonial, 3-product bundle carousel, lifestyle hero video
Built 5 key email flows:
Welcome Series (38% CTR)
Abandon Cart
Post-Purchase Experience
Refill Reminder
VIP Offer Flow
The Challenges & Roadblocks:
- Tight compliance with EU cosmetic claims
→ Solution: Worked with legal team to rewrite ad copy using benefit-driven language without medical overpromises
- No existing customer data
→ Created “Skin Goals” quiz to pre-segment users by concern: acne, dullness, dryness
- Brand founder overwhelmed by content demands
→ Introduced batch content shoots + simplified 3-day-per-week publishing plan
The Results & Impact (Before vs. After Data Comparison):
KPI | Before | After (60 Days Post-Launch) | Change |
Website Traffic | 0 | 14,900 unique visitors | 🚀 Launch |
Email Subscribers | 0 | 2,170 | New channel |
Meta ROAS | N/A | 3.7x | Profitable CAC |
AOV | N/A | €61.40 | Above industry avg |
Email Flow Revenue | 0 | €3,280 | 22% of total sales |
Skin Quiz Completion Rate | N/A | 44% | New funnel asset |
Customer Retention (30-day) | N/A | 26% | Early signal |
Key Takeaways & Lessons Learned:
💡 Blueprints beat guesswork. Launching with a full ecosystem ensures momentum and data from day one.
👩🔬 Product education is everything in skincare. Simplifying the science was key to trust and conversion.
📈 Retention starts before the sale. Smart segmentation (via the quiz) drove repeat orders quickly.
📹 UGC + founder storytelling = credibility. Customers don’t just want benefits—they want to believe in your brand’s “why.”
🧪 Test > Perfect. Small budget campaigns with sharp creative outperformed glossy agency-level production.
Conclusion & Final Thoughts:
By developing a full-funnel digital strategy from scratch, we positioned ANYNA Paris for sustainable, profitable growth—bridging product excellence with digital precision.
This blueprint is now being used to guide their expansion into German and Dutch markets, with additional adaptations for Amazon EU and retailer partnerships.
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