Alpha Keri Relaunches With Social-first Campaign & TikTok Debut Via The Social CliQ

Alpha Keri launched on TikTok as part of a social-first campaign that includes brand repositioning and packaging refresh. The brand, owned by Mentholatum, is shifting perceptions from legacy to trusted heritage for dry, sensitive skin, targeting women aged 25 and over. The transformation includes new packaging design, updated formulations, and a focus on modern relevance. The Social CliQ is managing a full social rollout with content production, social strategy, always-on Instagram management, TikTok account launch, and influencer and UGC programming. The strategy uses education-led storytelling centered on lanolin, supported by testimonials and in-store content. Chemist Warehouse is the key retail partner, aligned with paid media and in-store activation to drive awareness and trial.

"Alpha Keri has launched on TikTok as part of a new social-first campaign from The Social CliQ, marking a major brand repositioning and packaging refresh. Owned by Mentholatum, the iconic Australian skincare brand is being repositioned to connect with women aged 25 and over, shifting perceptions from a legacy to a trusted heritage solution for dry, sensitive skin. The broader brand transformation includes new packaging design, updated formulations and a focus on modern relevance."

"The strategy leverages social-first content, influencer partnerships and paid media to drive awareness and trial among a new generation of consumers. There is an emphasis on education-led storytelling, highlighting lanolin as a key and unique differentiator, alongside social proof through testimonials and in-store content. With TikTok a critical discovery platform for younger audiences, the campaign introduces a UGC-first content approach designed to build relevance quickly, pairing native creative to accelerate visibility and engagement."

"The relaunch is anchored by Chemist Warehouse as the brand's key retail partner, aligning social activity with paid media and in-store activation to drive full-funnel impact. The campaign includes a photo and video shoot, social strategy development, always-on management of Instagram, the launch of Alpha Keri's TikTok account, and a multi-channel influencer and user-generated content (UGC) program."

"@alpha_keri One routine. No overthinking it. Just skin that feels soft, comfortable and looked after, every day. Soap-free, made to be gentle, and now 30% off the full Alpha Keri range at Chemist Warehouse from 11-27 May. #alphakeri #skincare #lanolin ♬ original sound - Alpha Keri"

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