Go-To-Market (GTM) Strategy: Skincare Product Launch

Product Overview

The product is a dermatologist-tested skincare line focused on hydration, skin barrier repair, and daily protection. It targets consumers seeking effective, clean, and affordable skincare solutions.

Target Market

• Primary Audience: Women and men aged 20–40 with dry, sensitive, or combination skin

• Secondary Audience: Skincare beginners and wellness-focused consumers

• Geographic Focus: Urban and suburban markets with strong e-commerce adoption

Value Proposition

Clinically inspired skincare that delivers visible results using gentle, clean ingredients at an accessible price point.

Pricing Strategy

• Mid-range pricing to balance quality perception and accessibility

• Bundle discounts for routine-based purchases

• Introductory launch offers to drive early adoption

Distribution Channels

• Direct-to-consumer via branded e-commerce website

• Online marketplaces

• Selected retail and beauty stores (phase two)

Marketing & Promotion

• Social media campaigns on Instagram and TikTok

• Influencer and dermatologist partnerships

• Product education through short-form video and email marketing

• Limited-time launch promotions

Sales Strategy

• Online-first sales with subscription options

• Upselling through skincare routines and bundles

• Retargeting campaigns for repeat purchases

Launch Timeline

• Pre-launch awareness and waitlist

• Official launch with promotions and influencer content

• Post-launch optimization based on sales and customer feedback

Success Metrics

• Conversion rate

• Customer acquisition cost (CAC)

• Repeat purchase rate

• Revenue growth during the first 90 days