Skincare decisions are increasingly shaped inside creator conversations across TikTok and YouTube, where consumers openly compare treatments, document recovery, and evaluate real results before choosing professional procedures. SkinPen partnered with Sightly to activate those moments of curiosity using cultural intelligence from its Brand Mentality platform, helping the professional microneedling brand connect with audiences actively researching skin rejuvenation.

The scale of those conversations is massive. TikTok’s #SkinTok community has surpassed 80 billion views, while many beauty consumers turn to YouTube to research treatments and learn from real experiences before making purchase decisions.

For brands in the aesthetics category, these conversations create both opportunity and responsibility. SkinPen, a professional microneedling treatment available only through licensed providers, operates in a space where treatments must be communicated with accuracy and professional oversight.

Using insights from Sightly’s Brand Mentality platform, the campaign identified moments where consumers were already researching treatment options, including comparisons between at-home devices and in-office procedures, personal skincare journeys, and recovery experiences.

Rather than relying on broad targeting, SkinPen aligned its messaging with culturally relevant skincare conversations where curiosity and research were already underway.

“For SkinPen, it’s critical that performance and brand standards move together,” said Cassie Van Zee, Consumer Engagement Manager at Crown Aesthetics, maker of SkinPen. “Sightly enabled us to activate culturally relevant moments while remaining authentic to what our customers expect and true to our brand values.”

The strategy drove measurable performance improvements across platforms. On YouTube, the campaign produced a 22% increase in conversion rate and a 13% decrease in cost per conversion. On TikTok, the effort generated an 8% lift in click-through rate and an 11% reduction in cost per click, demonstrating the efficiency of aligning brand messaging with moments of active consumer curiosity.

“Sightly earned our trust by delivering measurable impact where it counts — high-performing media that drove real results,” said Katherine Chang, VP of Digital Media at ams. “What impressed us most was Sightly’s ability to deliver compliant messaging that still felt culturally relevant and audience-first. They helped us reach high-intent consumers at exactly the right moments, outperforming existing tactics and exceeding our expectations.”

Adam Katz, Chief Revenue Officer at Sightly, said the campaign reflects a broader shift in how brands interpret consumer behavior online.

“Consumers today are marking purchase decisions through real conversations happening across social platforms,” Katz said. “Brand Mentality helps brands understand those cultural signals and show up in moments where curiosity, credibility, and intent intersect.”