Skin Social Club.

Market demand testing for a premium membership based laser hair removal concept.

Scope

Demand testing & concept validation.

Client

Skin Social Club

Duration

8 Weeks

Year

2026

Live Site

Hypothesis

(01)

There is an opportunity in the UK to build a premium, trustworthy laser hair removal brand by designing out the current market friction points and creating a simple and enjoyable experience.

Minimum Viable Brand

(02)

For the process to deliver real results it’s important that the proposition is as believable as possible. We created a brand name, positioning, identity, social ads and a landing page to simulate a real market launch and run it through our program.

Testing Strategy & Plan

(03)

We identified five key value propositions that we wanted to test. Positioning the concept as 'Opening Soon' we were able to offer a 'Join Waitlist' CTA to measure interest and capture data. A simple selection option on sign up enabled us to test preferred membership packages and locations.

Test Phase 1

(04)

Synthetic Audience Testing

We created an artificial society grounded in our primary audience demographic: Women Aged 25–45, based in London Zones 1–2. Affluent, upper middle earners. Mix of child-free professionals (44%) and mothers (56%).

Using this artificial society of 250 people we tested the Skin Social Club proposition and messaging to begin to understand where the opportunities are. This stage allows us to test a wide range of messaging at speed, and affordably. The goal of this stage is to edit a wide range of value propositions and messaging down to a strong set to move through the next testing phase.

Test Phase 2

(05)

Consumer Interviews

Taking our learnings from the first phase, we interviewed fifty potential customers who fit our primary demographic.

Key learnings included; validation of the pay-monthly membership model, a higher than expected desire for the premium membership package, validation that a premium positioning has appeal.

Test Phase 3

(06)

Behavioural Testing

In this phase we ran a series of social ads served to our target audience via Instagram. The ads drove users to a landing page with a single call to action for users to sign up to a waitlist for pre-launch offers. The data captured across this consumer journey begins to tell us insights about CTR and CVR against industry benchmarks. The signups to the waitlist also enable us to build detailed customer personas based on real people.

Results

(07)

Launch Readiness Index

The Launch Readiness index is our scoring system that measures the impact of each phase of the process, providing each concept test with a weighted combined score between 0–100. This score provides a clear, data-backed business case on the potential of the concept if it were to launch.

Summary Results:

LRI Score: 73/100 

CTR: 6.8% (vs 2-4% industry benchmark)

Sign ups: 227 (CVR 17%)