"Audience & Competitor Research "
Who the beginner is, what overwhelms them and what they want from skincare content, plus a look at three competitors, their content patterns and the gaps Dew Theory can fill.
Dew Theory · 2026 · Concept project
Making skincare feel simple for beginners
A research-led strategy and brand system for a minimalist skincare brand. Audience and competitor research, a two-page strategy, a mini brand style guide and short-form Reel concepts, designed to make routines feel simple for beginners.
Audience researchCompetitor researchContent strategyBrand style guide
The brief
The challenge
A crowded skincare space with louder competitors, and a new brand with no clear voice, no visual identity and no content system to explain itself.
The goal
Introduce Dew Theory as the calm, beginner-friendly skincare brand, with a clear voice and a content system built around simple routines.
The audience
Beginners in the US aged 18 to 30 who feel overwhelmed by long routines and endless product lists, and who watch short-form skincare content on TikTok and Instagram.
The strategy
How the work came together.
- 01
Research the beginner
Audience research into pain points and content preferences, plus a competitor analysis to find content gaps and where Dew Theory can stand apart.
- 02
Position the brand
A two-page strategy covering goals, platforms, content pillars, posting rhythm and KPIs, built around one idea: skincare can be simple.
- 03
Build the look & voice
A mini brand style guide with the logo, color palette, typography and mood-board, so every post looks and sounds like the same brand.
- 04
Turn it into short-form content
Reel concepts with matching covers, a hook bank and rotating calls to action, designed to be saved and shared.
Deliverables
The content in action.
"Content Strategy"
The brand's goals, platforms, content pillars, posting strategy and KPIs on two pages, so the plan is clear before any content is made.
"Mini Brand Style Guide"
The logo, colors, typography and mood-board that give Dew Theory a calm, consistent look across every post.
"3 Reel Concepts & Hook Bank"
Three educational Reels (the 3 step routine, skincare order and beginner mistakes) with matching covers, 10 hooks and rotating calls to action.
The results
3
competitors analyzed
3
Reel concepts designed
10
hooks written
Everything here is a plan, not a result. 3 competitors analyzed, 3 Reel concepts and 10 hooks, built so success can be measured in saves, shares and profile visits.
"Beginners don't need more products. They need permission to start small."
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