Skincare brand Alpha Keri has launched on TikTok as part of a new social-first campaign from The Social CliQ marking a major brand repositioning and packaging refresh.
Owned by Mentholatum, the iconic 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 broader brand transformation includes new packaging design, updated formulations and a focus on modern relevance.
Melbourne-based social media marketing agency, 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.
The strategy leverages social-first content, influencer partnerships and paid media to drive awareness and trial among a new generation of consumers. There is an emphasis on education-led storytelling, highlighting lanolin as a key and unique differentiator, alongside social proof through testimonials and in-store content.
@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
With TikTok a critical discovery platform for younger audiences, 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, aligning social activity with paid media and in-store activation to drive full-funnel impact.
@alpha_keri Alpha Keri – new and improved. One routine that works. Put it on once. Get on with your day. All fussed with a lanolin-based care that stays. #alphakeri #skincare #lanolin ♬ original sound – Alpha Keri
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 new and improved formulations to better meet evolving consumer needs, with a continued focus on gentle, expert-developed solutions for sensitive and dry skin.
Vinushi Wickramaratne, marketing manager, Skincare at Mentholatum, said: “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. 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.”
Talia Datt, founder and managing director at The Social CliQ, added: “This was a unique opportunity to reposition Alpha Keri for a new generation without losing what makes it special. 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.”
