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CLIENT SKIN BY CANDACE
From Skincare Expertise to a Scalable E-Commerce Brand
INDUSTRY
Beauty & Skincare
OVERVIEW
Skin by Candace had the expertise, products, and client knowledge—but needed the digital infrastructure and visibility to turn that expertise into scalable product sales. Green Book Group developed a strategic e-commerce ecosystem combining brand development, a high-converting online storefront, educational content, organic campaigns, and automated sales workflows—contributing to a 357% increase in e-commerce sales over eight months.
We developed a strategy to move Skin by Candace beyond revenue dependent primarily on hands-on services and toward a scalable e-commerce model built around products, education, and digital authority.
STRATEGY
We established a cohesive visual direction across the website, social media, advertising, and educational content—positioning Candace as “The Melanin Skin Expert.”
DESIGN
We built a Wix e-commerce website from scratch, added approximately 70 products, created organic product campaigns, and produced educational video content designed to turn skincare expertise into product discovery and sales.
DEVELOP
We connected content, commerce, and automated customer workflows to create a more efficient digital sales ecosystem. Future scale can build on this foundation through email marketing, recurring campaigns, paid acquisition, product bundles, and retention strategies.
OPTIMIZE
OUR
OBJECTIVES
Our goal was to help Skin by Candace translate professional skincare expertise into a digital brand capable of generating revenue beyond appointments. We focused on building the brand, commerce infrastructure, content, and customer journey required to make product sales a larger part of the business.
Build Scalable Revenue
Create an e-commerce storefront that allowed Skin by Candace to generate product sales without requiring Candace to physically perform a service.
Establish Digital Authority
Position Candace as The Melanin Skin Expert through strategic messaging and educational content centered on real skincare concerns.
Create a Sales Ecosystem
Connect organic social content, product education, e-commerce, checkout, and automated workflows to move audiences from discovery to purchase.
What We Implemented
REFINING THE BRAND & AESTHETIC
We developed the visual identity, typography, color direction, messaging, and “The Melanin Skin Expert” positioning to transform Candace's expertise into a recognizable consumer-facing skincare brand.
DEVELOPING MEDIA & BOOSTING VISIBILITY
We developed and scheduled organic campaigns across YouTube, Instagram, Facebook, and TikTok, using product graphics and educational content to increase product discovery and establish authority.
EXECUTIVE DEVELOPMENT
We positioned Candace as a skincare authority by transforming her professional knowledge into educational thought-leadership content that could build trust before a customer ever booked a service.
AI & AUTOMATION
Skin by Candace's business model relied heavily on Candace's ability to personally provide skincare services. While the business had products available for resale, it lacked the integrated e-commerce infrastructure and automated customer journey needed to make online product sales a meaningful, scalable revenue channel.
Green Book Group identified an opportunity to build infrastructure around Candace's expertise rather than limiting revenue generation to her available service hours. We developed a Wix e-commerce storefront with approximately 70 products, online checkout, conversion-focused UX, automated e-commerce emails, and order workflows—creating a digital environment capable of generating and fulfilling product sales beyond the treatment room.
We built Skin by Candace's e-commerce website from scratch, creating a conversion-focused storefront where customers could discover and purchase approximately 70 skincare products online. By combining product merchandising, checkout, automated communications, and order workflows, the website became more than a digital presence—it became a new revenue channel for the business.
Automated e-commerce emails and order workflows created a more seamless path from purchase through fulfillment and customer communication. This reduced the amount of manual involvement required from Candace while supporting a more scalable product-sales operation.
Green Book Group produced “How to Fix Dry, Dull, & Hyperpigmented Skin,” a 10-minute educational YouTube production designed to position Candace as a trusted skincare authority. We managed the run of show, audio, editing, graphics, and distribution while creating opportunities to repurpose the long-form education into short-form social content that supported engagement and product discovery.
CLIENTRESULTS
357%
Sales Growth
E-commerce product sales increased 357% over an eight-month period.
70+
Products Activated
Approximately 70 skincare products were added to the new online storefront.
4
Social Platforms
Content distributed across 4 platforms create a multi-platform visibility ecosystem.
1
Authority Production
A fully produced educational video established a flagship piece of thought-leadership content
Expertise Became
Scalable Revenue
Green Book Group helped transform Skin by Candace's professional skincare knowledge into a digital commerce ecosystem. Through strategic branding, e-commerce development, educational media, organic content, and automation, the business gained the infrastructure to sell products beyond Candace's physical service capacity—contributing to 357% e-commerce sales growth in eight months.