Australian skincare brand Alpha Keri has launched on TikTok as part of a new social-first campaign by Melbourne-based agency The Social CliQ, marking a brand repositioning and packaging refresh.
Owned by Mentholatum, Alpha Keri is being repositioned to connect with women aged 25 and over, shifting perceptions from a legacy to a heritage solution for dry, sensitive skin. The broader brand transformation includes new packaging design, updated formulations and a focus on modern relevance.
The Social CliQ is leading a full-scale social rollout, including 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.
According to the release, the strategy leverages social-first content, influencer partnerships and paid media to drive awareness and trial among a new generation of consumers, with an emphasis on education-led storytelling that highlights lanolin as a key differentiator, alongside social proof through testimonials and in-store content.
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Alpha Keri has introduced a refreshed visual identity, moving away from its legacy pearlised, two-tone packaging to a cleaner design featuring a refreshed brand logo. The brand has also rolled out new and improved formulations, with a continued focus on gentle, expert-developed solutions for sensitive and dry skin.
“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 Vinushi Wickramaratne, Marketing Manager, Skincare, Mentholatum.
“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.”
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“This was a unique opportunity to reposition Alpha Keri for a new generation without losing what makes it special,” said Talia Datt, Founder and Managing Director, The Social CliQ.
“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.”
