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Seomi Skincare
Seomi is a fictional K-Beauty skincare brand, developed as the capstone project of an AI-powered online marketing bootcamp at Neue Fische. Based in Düsseldorf, Germany, Seomi was built from the ground up as a realistic direct-to-consumer brand targeting digitally active women aged 18–35 in the DACH market.
The brand's core concept is Skinimalism — a minimalist approach to skincare that delivers visible results with just three products: the Mist Pad, Veil Essence, and Cloud Moisturizer. Seomi's unique positioning combines Korean dermatologist-developed formulas with German quality standards, creating a "best of both worlds" proposition for modern consumers who want effective skincare without complexity.
The project spans the entire digital marketing funnel, structured around the RACE model (Reach, Act, Convert, Engage). It includes a full brand strategy, three detailed buyer personas, a competitive analysis against brands like COSRX, Beauty of Joseon, and Anua, keyword research and SEO content strategy, three published blog articles, and a fully operational WordPress/WooCommerce website.
Additional deliverables include a Meta Ads and Google Ads campaign strategy, a three-email drip sequence, a segmented email automation system with Welcome, Post-Purchase, and Replenishment flows, a GA4 measurement framework, and an AI-powered chatbot named Somi — integrated across all RACE phases.
Throughout the project, AI tools were used to accelerate content creation, from blog drafts to ad copy, while brand strategy and quality control remained human-led.
The primary goal of the Seomi project is to demonstrate a complete, realistic, and data-driven digital marketing strategy for a direct-to-consumer skincare brand in the German market. This includes building brand awareness through organic social media and influencer marketing, driving traffic via SEO content and paid search, generating qualified leads through a skin quiz, converting visitors into buyers through optimised landing pages and retargeting, and retaining customers through automated email flows. The project also showcases the practical integration of AI tools in content creation, campaign planning, and customer communication — while maintaining brand consistency and strategic oversight throughout.
The Team
- Rebecca
I'm Rebecca, a passionate marketer with 10+ years of international experience in brand and product development at L'Oréal, Shiseido, and Kao. Currently diving into the digital marketing world, I completed a bootcamp at Neue Fische, where Seomi is my final capstone project.
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