The MDO Case

D2C: Building a luxury beauty brand in digital consumer channels for MDO in the US, Middle East and Europe

A Global luxury skincare brand -  FMCG Beauty Industry

MDO is a global luxury skincare doctor brand inspired by the co-founder Simon Ourian M.D., one of the world’s leading skin experts and consultant to A-list celebrities in Hollywood. MDO's main focus is to make Simon's skin expertise accessible to all customers around the world with the brand claim "Customized Cosmetic Dermatology at Home”. The premium skincare brand currently has its main presence in the U.S. and is in the process of expanding into the European and Middle Eastern markets. All MDO products are developed by the co-founder Simon Ourian M.D. They contain only high-quality ingredients and are manufactured in Germany under strict EU regulations. Well-known influencers such as Kris Jenner and Kim Kardashian also cooperate with MDO.

ESTABLISHMENT OF A DIGITAL FOUNDATION FOR LONG-TERM BRAND SUCCESS

MDO is a genuinely omni-channel brand using diverse distribution channels such as premium retailers like Harrods, Niche Beauty, Cult Beauty, Nikka, Zalando etc., and their own e-commerce website. Scaling digital performance with synergies of a holistic approach and driving further value within digital channels is a key strategic pillar for a growing market position and showed excellent potential to strengthen the brand globally.

FOCUS ON BUILDING A HOLISTIC DIGITAL STRATEGY AND IMPLEMENTATION

To increase their digital value in the U.S., European and Middle Eastern Markets, MDO, teamed up with OMMAX to develop and execute an omni-channel strategy. OMMAX has supported MDO with a go-to-market strategy, an e-commerce relaunch, lead generation and CRM, with the overriding goal of establishing the company internationally. By continuously monitoring and steering the implementation of the developed digital strategy, OMMAX assisted MDO not only in raising brand awareness and increasing sales with a 360° marketing strategy, but also in becoming a top player in the highly competitive market for skincare products. To further expand MDO's position in the fast-growing premium skincare segment, data-driven target group research and customer journey optimization are essential, in addition to highly optimized and targeted performance marketing campaigns. To ensure consistency and aligned strategy across all channels, OMMAX worked closely with MDO’s creative team.

What We Have Achieved

  • +343% monthly B2C revenue growth YoY

  • +569% e-commerce conversion rate uplift in the core market within 12 months

  • +45% paid advertising click-through-rate increase within 12 months

"Essentially our goal is bringing tech and beauty under one roof, in this OMMAX is exceptionally helpful in supporting and enabling us to achieve this vision."