Alpha Keri targets younger consumers with TikTok-led relaunch

Heritage skincare brand Alpha Keri is making a major push toward younger consumers, launching on TikTok for the first time as part of a broader repositioning designed to modernise the long-running Australian brand.

Owned by Mentholatum, Alpha Keri is attempting to shift perceptions away from its legacy pharmacy image and reconnect with women aged 25 and over through a social-first strategy spanning TikTok, Instagram, influencer partnerships and user-generated content.

The relaunch comes as heritage skincare brands increasingly face pressure from fast-moving beauty startups, creator-led skincare trends and the growing influence of TikTok as a product discovery platform.

Melbourne-based agency The Social CliQ is leading the rollout, including Alpha Keri’s TikTok launch, influencer strategy, content production, social management and paid media activity.

The campaign also coincides with a broader overhaul of the brand itself, including refreshed packaging, updated formulations and a repositioning around dry and sensitive skin care. TikTok sits at the centre of the strategy.

The campaign leans heavily into creator-style storytelling and UGC-led creative designed to feel native to social feeds, while also educating consumers around ingredients such as lanolin, one of the brand’s long-standing differentiators.

The broader objective is to make Alpha Keri culturally relevant again for a younger generation of consumers who increasingly discover skincare brands through creators, testimonials and short-form video rather than traditional advertising.

“This campaign is about reintroducing the brand as a modern, trusted solution for sensitive skin,” Vinushi Wickramaratne, marketing manager for skincare at Mentholatum, said.

“Our move onto TikTok and investment in influencer and UGC content ensures we’re reaching new audiences in a relevant and engaging way.”

The strategy also highlights the increasingly blurred lines between social commerce, retail and brand marketing.

Chemist Warehouse has been positioned as Alpha Keri’s primary retail partner for the relaunch, with the campaign integrating paid media, influencer activity and in-store visibility to drive both awareness and purchase.

For The Social CliQ founder and managing director Talia Datt, the challenge was modernising the brand without losing the credibility and trust built over decades.

“This was a unique opportunity to reposition Alpha Keri for a new generation without losing what makes it special,” Datt said.

“Our strategy was built around making Alpha Keri culturally relevant again, using social as the primary driver of awareness and consideration.”

The launch reflects a broader shift taking place across the beauty and skincare market, where legacy brands are increasingly rebuilding themselves for TikTok-native audiences while attempting to maintain trust and familiarity with older consumers.

Rather than relying solely on heritage positioning, brands are now being forced to compete inside fast-moving creator ecosystems shaped by algorithms, social proof and community-led discovery.