Mat Baxter On Skingraphica's Marketing Strategy: 'We're Not Doing Omnichannel Or ...

Mat Baxter launches Skingraphica, the world's first luxury skincare range specifically designed for tattooed skin, with an ambitious brand-building strategy that deliberately avoids performance marketing.

Founder Mat Baxter is taking a bold approach by focusing exclusively on top-of-funnel brand building through "old school media" like out-of-home advertising. The former global CEO of IPG Mediabrands believes current marketing trends have degraded brands by over-prioritizing performance marketing at the expense of long-term brand value. Skingraphica will launch a national outdoor campaign on October 1st, targeting the premium segment of tattoo enthusiasts who invest heavily in high-quality skin art.

• Revolutionary brand strategy: Complete focus on brand building with zero lower-funnel performance marketing, challenging industry conventions
• Premium positioning: Targeting 5-10% of the world's one billion tattooed people, working with top 100 global tattoo artists as ambassadors
• Old media revival: Heavy investment in out-of-home advertising and premium media placements to build cultural influence and prestige
• Community approach: Building a fashion-forward community around skin art rather than following traditional skincare marketing playbooks