Meet Frank: a “handsome scrub,” and one of my new favourite brands.

My love affair with Frank, a hot new Australian skincare line, began when I stumbled upon ‘him’ on Instagram.

You see, one of my friends posted a selfie of herself covered in what looked like…dirt. Confused and slightly concerned, I was compelled to investigate further.

The hashtags she used (#thefrankeffect and #letsbefrank) didn’t really do much to explain her bizarre post, but instead brought up thousands of similar photos:

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These led to @frank_bod, an account with about 600k followers.

Here, I learned that Frank is a coffee based skincare line, with scrubs and balms that target dry skin, cellulite, stretch marks, eczema, psoriasis & scaring. It sounded pretty cool, but left me wondering…

How did a skincare line get such a huge and loyal (almost tribe-like) following?
By being cheeky and authentic.

 

When you enter the frank body website, you’re greeted with what sounds like a typical bar pick-up line:

hey, babe. Tell me where you’re from.

 

And that’s only the start. Throughout the website, Frank continues to refer to you as “babe” and makes numerous tongue-in-cheek, seductive remarks. Here are a few more examples:

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Finally, when you exit the website, Frank lets you know that you’ll be missed:

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Cute.


Why is frank body’s marketing so effective?

With millions of products to choose from, today’s consumers are drawn towards authentic brands with an original story, an engaging identity, and a sincere commitment to deliver what they promise. Frank body does all of these things right:

1. An original story: 

Frank body is from Australia and all their products are made locally. No parabens, phthalates or PEGs. Just natural ingredients that are tested only on willing, human babes. Frank thinks that you should only put on your body, what you would put in your body. That’s why frank body only sources the best natural ingredients to make their products.

2. An engaging identity:

Frank body personifies their products as “Frank”. Frank is sexy, charming, and thoughtful. Just what a girl wants in a boyfriend…and a body scrub! His cheesy lines make ‘babes’ smile, keeping them navigating though the website, curious to learn more.

3. A sincere commitment to deliver what’s promised:

This stuff actually works (I’ll talk about my own awesome experience in a bit). Results from the many babes that love frank body are featured on the @frankfeedback Instagram account. The company also offers a 30 day refund policy.

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To be frank (he-he, couldn’t resist!), I’m usually not one to experiment with body scrubs. I’ve tried a few different ones in the past, but always went back to an inexpensive and reliable drug store brand that does the job. Frank seemed different, though, so I decided to give ‘him’ a shot and buy the original coffee scrub for myself and my mom.

Shipping was free and I received my package two days later (I live in Toronto). The packaging continued to crack up me with lines such as:

i can’t wait to be on you

 

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I’ve been using the scrub 2 times a week for a couple of months now, and have noticed a big, lasting improvement in my skin texture. After using it, you honestly feel like a silky goddess – beads of water literally roll off your skin and you continue to feel that smoothness until your next scrub.

I especially love using it first thing in the morning – there is nothing like the smell of coffee in the shower (before you even brew your first cup) to wake you up and get your day started right!

Here I am, a proud “frankfurt” 🙂

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