Incanthera PLC (AQSE:INC) will launch its new premium skincare range, Skin + CELL, on 11 August, marking the company’s first direct-to-consumer offering in the personal care space.
The London-listed company, which develops technologies in dermatology and oncology, said the range would initially include facial skincare, body and hand products, a face serum and an eye cream.
These will be available exclusively via a new e-commerce platform, skinandcell.com, which goes live on launch day.
The move into skincare was first flagged in late June, following a partnership with a global direct-to-consumer (DTC) marketing agency.
The launch will be driven by a digital-first strategy, led by social media campaigns and brand ambassadors.
Marketing content is already live across platforms, including Instagram, TikTok, Facebook and YouTube, where the company is highlighting what it describes as “a scientifically different skincare range”.
The campaign has been seeded through influencers with a combined reach of more than 40 million followers, according to Incanthera.
As the campaign progresses through the autumn, the company expects its total target audience to grow to around 150 million people.
Traditional media and beauty industry outreach will follow the initial social push, supported by a two-stage video advertising campaign.
The brand’s launch marks a strategic expansion of Incanthera’s commercial activities beyond its core oncology pipeline, and will be closely watched as the company tests its consumer-facing proposition for the first time.