Alpha Kerri.
Skincare brand Alpha Keri has launched on TikTok as part of a social-first campaign via The Social CliQ.
Owned by Mentholatum, the 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 full-scale social rollout 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.
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.
“Alpha Keri has a long-standing heritage in Australian skincare, but we recognised the need to evolve how we show up for today’s consumer," said Mentholatum marketing manager, skincare, Vinushi Wickramaratne.
"This campaign is about reintroducing the brand as a modern, trusted solution for sensitive skin, particularly for women aged 25 and over who are seeking effective, affordable care.
"Partnering with Chemist Warehouse allows us to connect strong social storytelling with in-store visibility, while our move onto TikTok and investment in influencer and UGC content ensures we’re reaching new audiences in a relevant and engaging way.”
Alpha Keri has introduced a refreshed visual identity, moving away from its legacy pearlised, two-tone packaging to a more modern, clean design that features a refreshed brand logo.
The brand has also rolled out improved formulations to better meet evolving consumer needs.
“This was a unique opportunity to reposition Alpha Keri for a new generation without losing what makes it special," said The Social CliQ founder and managing director, Talia Datt.
"Our strategy was built around making Alpha Keri culturally relevant again, using social as the primary driver of awareness and consideration.
"By combining education-led content, creator partnerships and a platform-first approach across TikTok and Instagram, we’ve created a social campaign that not only builds brand love but drives real-world impact in retail.”
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