Context
MiYé is a French skincare brand dedicated to supporting women through the hormonal variations they experience throughout their lives — from puberty to menopause.
These hormonal changes can manifest through various symptoms: skin issues, hair problems, emotional imbalance, and overall well-being challenges.
There is a strong need for education in this space, as many women are unaware that adapted skincare solutions exist for these specific concerns.
MiYé's goal was to inform and reassure customers about the science behind its formulations, the natural ingredients used, and the real benefits they can expect.
Strategy
MiYé implemented a comprehensive video strategy centered on education and trust-building, designed to guide customers through the purchase journey.
The video content was organized around several key themes:
Brand story and mission
: explain MiYé's approach to hormonal skincare and its commitment to women's well-being.
Product education
: detail the active ingredients, their benefits, and how they address specific hormonal skin concerns.
Customer testimonials
: share real experiences to build social proof and reassure new visitors.
Results After 2 Months
In just 60 days, the video strategy delivered measurable impact on MiYé's ecommerce performance:
+€35,000 generated through video
7.32% conversion rate for viewers
Over 100 hours of watch time, contributing to SEO improvement
+500 orders attributed to PlayShorts
A significant increase in average session duration across product pages
Performance Summary
Why It Worked
The videos were effective because they addressed the core challenge of the skincare industry: education.
Many customers visiting MiYé's site were discovering hormonal skincare for the first time and needed clear, reassuring explanations.
The video format made complex scientific information accessible and engaging, helping customers understand not just what the products do, but why they work.
By combining expert content with authentic customer stories, MiYé built a purchase experience that felt both educational and personal.
This approach turned hesitation into confidence, significantly reducing the time from first visit to purchase.
Conclusion
MiYé demonstrated that for brands in the skincare and wellness space, video is an essential tool to educate, build trust, and convert.
With €35,000 in revenue, 500 orders, and a 7.32% conversion rate in just 60 days, the results speak for themselves.
By turning product pages into rich, video-powered experiences, MiYé created a customer journey that is both informative and compelling.
PlayShorts enabled MiYé to transform education into a powerful conversion driver.
