Alpha Keri has launched on TikTok as part of a new social-first campaign from The Social CliQ, marking a major repositioning and packaging refresh for the skincare brand.
Owned by Mentholatum, the Australian skincare brand is being repositioned to connect with women aged 25 and over, shifting perceptions from a legacy brand to a trusted heritage solution for dry, sensitive skin.
The broader refresh includes new packaging, updated formulations and a renewed focus on modern relevance.
The Social CliQ leads social rollout
Melbourne-based social media marketing agency The Social CliQ is leading the campaign rollout.
Its remit includes a photo and video shoot, social strategy development, always-on Instagram management, the launch of Alpha Keri’s TikTok account, and a multi-channel influencer and user-generated content program.
The campaign uses social-first content, creator partnerships and paid media to drive awareness and trial among a new generation of consumers.
Education-led storytelling
The strategy focuses on education-led storytelling, highlighting lanolin as a key differentiator for Alpha Keri.
It also uses social proof through testimonials and in-store content.
With TikTok positioned as a key discovery platform for younger audiences, the campaign introduces a UGC-first content approach designed to build relevance quickly and accelerate visibility and engagement.
@alpha_keri One routine. No overthinking it. Just skin that feels soft, comfortable and looked after, every day. Soap-free, made to be gentle, and now 30% off the full Alpha Keri range at Chemist Warehouse from 11–27 May. #alphakeri #skincare #lanolin ♬ original sound – Alpha Keri
Chemist Warehouse anchors retail push
The relaunch is anchored by Chemist Warehouse as Alpha Keri’s key retail partner.
The campaign aligns social activity with paid media and in-store activation to drive full-funnel impact.
Alpha Keri has also introduced a refreshed visual identity, moving away from its legacy pearlised, two-tone packaging to a cleaner, more modern design with a refreshed brand logo.
Mentholatum on the relaunch
Vinushi Wickramaratne, marketing manager, Skincare at Mentholatum, said the brand needed to evolve how it shows up for today’s consumer.
“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.”
The Social CliQ on the strategy
Talia Datt, founder and managing director at The Social CliQ, said the opportunity was to modernise for the new generation Alpha Keri without losing its heritage.
“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.”
Top Image: The Social CliQ