alcheMe, Singapore (Australia)
“alcheMe is skincare made to be mixed, matched and made your own. Blend your favourite scents, layer your routine and experiment to find the combinations that feel right for you. Whether you stick to one favourite or create a new mix every day, our gentle, barrier‑supporting skincare makes it easy to personalise your routine without overcomplicating it. Simple steps, thoughtful ingredients and routines that grow with you — because skincare should feel personal, fun and easy to stick with.” https://alcheme.store/
I’ve worked with the founders before to create video and photo content for their social media pages and website ahead of the launch. However, today isn’t about me. It’s about how alcheMe’s strategy can teach us a thing or two about branding.
In short, the founders seem to have everything figured out — and I mean everything.
1 - Strong wordplay
2 - Colours that “taste” right
3 - Building a community
4 - Being relatable
We did a website banner video
1 - alcheMe, with strong emphasis on ME!
Yes, it’s about me, my routine, my beauty, my skin. And somehow, I feel proud already.
Right from the start, brands with strong wordplay make everything they do more memorable and impactful. People remember stories. People remember catchy phrases. This is by far one of the most important things to have in your brand, especially if you’re just starting out and trying to cut through the noise.
With a powerful brand name, everything else follows. All you have to do is create content centred around your values. In this case, ME — and your audience begins to see themselves in your story.
2 - Colours that almost have a taste
The colours used on each product represent the “taste” and “smell” of each flavour, so to speak. Vanilla comes in creamy tones and strawberry… well, you guessed it, a splash of pink.
It almost feels like you can taste them before even trying or buying them, and that’s a win in my books.
Brand colours are incredibly important because colours influence emotions, perception, and even purchasing decisions. The right colour pairing can completely change how people feel about your brand without them even realising it.
3 - Building a community, not just selling products
When we start a brand, especially one selling products, we immediately enter a huge pile of competitors.
The default approach is usually: tell people what your product does and why it’s scientifically proven to be the best. Sure, that may impress customers, but the truth is… every brand says that too.
You sell organic, clinically-tested skincare products? Chances are, there are 10 more brands just a stone’s throw away doing the same.
So, how do we stand out?
How do we build trust?
We build a community.
This happens through collaborations, partnerships, shared experiences, gifting, and creating something people want to be part of. It strengthens word-of-mouth marketing, and trust follows naturally. On top of that, you gain organic growth too.
Take brands like Red Bull or Dove. They don’t just sell products — they sell a lifestyle, a movement, or a belief.
Let other people speak for your brand instead of constantly hard-selling.
This is something alcheMe seems to do really well.
4 - Being relatable
Videos and photos that show how relatable your products are will definitely capture attention. Why? Because people can picture themselves using them.
In alcheMe’s case, they show how fun skincare can be — happy kids fooling around, creamy foams politely squeezing out of bottles, colourful visuals across Instagram and their website. It all comes together to create a feeling.
One valuable lesson I learnt from a friend is this:
Customers should understand what your brand is all about within seconds of landing on your social media or website.
And alcheMe seems to have found the formula.
At the end of the day, the more personable your brand is, the more attractive it becomes because people buy from people.
People buy stories.
People buy trust.
People buy what feels relatable.
Take a look at alcheMe’s pages and you’ll probably understand why.
Thanks for reading!