• by Les Luchter , March 8, 2023

Nicole Kidman, who’s just been named a presenter at Sunday’s Oscar ceremony, will get ready for the show with the help of DNA Complex, a yet-to-launch skin care product from SeraLabs’ Seratopical Revolution, according to Nancy Duitch, founder of Seratopical Revolution and CEO of Sera Labs’ parent company Avenir Wellness.

Kidman has been a “strategic business partner” and global brand ambassador for SeraLabs since December 2020, and helped launch the Seratopical Revolution line of beauty, anti-aging and wellness products in June, 2021.

Duitch tells Marketing Daily that getting Kidman onboard wasn’t a hard sell for the company. “I met Nicole through her agent at CAA, who said she was very interested in meeting me as she had tried our products and loved them,” Duitch remembers. “We spoke a few days later and over time developed a relationship that blossomed into us working together.”

More recently, the Seratopical Revolution-Kidman relationship was the focus of a successful campaign using theSkimm’s Daily Skimm email newsletter (with 7 million subscribers) to deliver a 60% increase in online sales for the brand.

Here’s how the campaign, executed in-house, worked:In a sponsored post, Daily Skimm’s “Skimm Picks” section “recommended” a set of three “glow-inducing, Nicole Kidman-approved products:”Gleaming brightener, Adoring eye serum, and Radiant face and neck serum. The newsletter also noted that the brand uses a “science-backed tri-peptide system that amps up your skin’s collagen so well, they patented it.” The item linked to a web page offering 23% off and free shipping. 

In addition to the sales increase, Duitch says the campaign also resulted in a 30% rise in average order value, a 50%+ rise in online site traffic, and 3,100 new social media followers.

Seratopical Revolution is sold on the brand’s own site, on Amazon and at Walmart.