Uncle Tony: A Skincare Brand For Men Who Don't Care About Skincare


By Rachit Juneja

June 11, 2021


“We try to strike a good balance between brand awareness and conversions. Sometimes it is important that the post be memorable and eye-catching rather than too commercial. Striking this balance helps us get a worthwhile influencer campaign to meet multiple objectives.” - Udit Goyal, Founder, Uncle Tony.

 

Made in Provence (France), Uncle Tony's premium grooming products feature high-quality natural ingredients. Designed especially for discerning men, these exceptionally stylish products will leave you looking dapper. Their product range is wide - Beard Care, Shaving, Hair Care, and Skincare - and has everything men need so they don't have to look anywhere else. Uncle Tony’s is a Skincare brand for men who don't care about skincare, so they can spend their time doing other things.

We got in touch with Mr. Udit Goyal to find out more about their influencer marketing journey. He studied Management Science Product Design expertise at Stanford University. Here’s what we found out:

 

 

Tell us about your product category, and why have you chosen this messaging for the brand? How does your brand stand out?

 

“The idea of the brand is an unassuming and easy skincare brand for men, no jargon, no need to be a skincare buff, simple and effective products for the everyday man, who are busy with other things!

Uncle Tony Grooming Products are made in France with the highest quality ingredients. Developed by expert cosmeticians with over 30 years of experience in formulating and manufacturing cosmetics. Our product range is wide - Beard Care, Shaving, Hair Care and Skincare - and has everything men need so they don't have to look anywhere else. A Skincare brand for men who don't care about skincare, so they can spend their time doing other things!”

 

How do you decide on the budget allocation basis of the influencer marketing objective? 

 

“We try to strike a good balance between brand awareness and conversions. Sometimes it is important that the post be memorable and eye-catching rather than too commercial. Striking this balance helps us get a worthwhile influencer campaign to meet multiple objectives.”


How do you measure the RoI on influencer marketing initiatives?


“There are many ways we assess the effect of an influencer marketing campaign, we monitor the engagement on posts, follower conversions, sales using promo codes given to influencers as well as user generated content stemming from influencer activity.”


Tell us about the process of shortlisting influencers?


“We check engagement and reach manually and ideally like to follow the macro influencers we work with for a duration of time to understand whether they will fit in with our branding.”

 

How do you leverage the uniqueness of each influencer?

 

“We allow influencers to add to our content in their own style, we leave open ended briefs so that the influencer can make an authentic and true campaign come alive to their own audience.”

 

Do you have any long-term associations with influencers? 

 

“We usually do either long term engagements or multiple posts spread across time with influencers as the audience should feel that the personality is truly endorsing the product because he/she likes it.”

 

How has Covid 19 impacted your market? 

 

“More of a shift to online, we understand it is a sensitive situation and our goal is to make sure we operate safely and also provide our customers with safe deliveries.”

 

Do you see any innovation coming up in the space of influencer marketing? 

 

“Agencies seem to be losing control of the market, brands are communicating with influencers directly or through designated platforms.”

 

If you were to summarize your influencer marketing strategy in 1 word, what would it be? 

 

“Authentic”