Being on Brand

How long have you worked for Wigmore? What is your background?
A little over three years and time has flown by! Before I joined Wigmore Medical, I was a content manager for a 3D printing startup; I've also worked for local government as part of their social media team.

How has the ZO Skin Health brand evolved since you've been involved?
The past three years have been really exciting for everyone involved with the brand. Not only have we had very successful launches in key categories of the brand portfolio but also, during this time, ZO became an official sponsor for West Ham United women's football team, with one of our KOLs appointed as the team's Skin Consultant—a first in football's history—and the brand was shortlisted in the first Vogue Beauty Awards; this is just scratching the surface. From a strictly marketing perspective, ZO has moved towards a distilled, minimalistic aesthetic and messaging that played a big part in growing its recognition and resonance with consumers. While the brand continues to grow and evolve, our core principles remain the same—ZO is a science-led range.

What have been the biggest challenges of the lockdowns from a brand perspective and why?
The prolonged lockdowns and closures of aesthetic clinics have prompted us to adapt quickly and move our focus on supporting stockists to make the shift towards digital—we've provided graphic resources, templates and content kits for all of our account holders.
Our main goal has been to keep an open channel of communication and reassure our customers that we are here to support them. Of course, our efforts are part of a wider infrastructure; Wigmore has continued to offer excellent training opportunities for new and existing accounts, and stockists are able ship patients' skincare directly to their doors thanks to our drop shipment service.

Have you noticed an increase in engagement with ZO on social? Why do you think this is?
Yes, we've seen a consistent increase in our follower count and engagement rates. I think part of it is that we love interacting with our audience—we reply to all messages, we share customers' pictures, stories, and honest reviews. ZO's motto is, "it's never too early or too late to have great skin regardless of age, ethnicity and skin type" and our social feeds reflect that.
The most popular posts on our Instagram page are the unstaged, unfiltered images of customers sharing the results of their ZO regime. I think people can see the authenticity in our content and relate to it. Also, our brand is a favourite among celebrities— Lily Allen has shared her ZO regime on her Instagram and Twitter pages, and we recently got a shout-out from Olympic medalist and Dancing on Ice star, Colin Jackson. None of these are paid promotions, they just genuinely love the products.

What's your favourite must-have product and why?
Exfoliating Polish is hands down my favourite product of the entire range. I like multitasking products, and this is amazing! The magnesium crystals provide exfoliation that feels like a dermabrasion procedure, it gives my skin an instant boost in luminosity and is packed with antioxidants. I've used it for over a year now and it has made a huge difference to my skin texture.