Debunking Summer Skincare
Living360 event
The brief
APL Media’s digital lifestyle brand, Living360, successfully launched its first virtual events series with Debunking Summer Skincare, hosted online on 10 June 2025. Led by Mattie Lacey-Davidson, editor of Living360 and qualified aesthetician, the panel featured Dr Raj Arora, GP and founder of The Facebible clinic, and Katie Onyejekwe, aesthetician and skin educator. Together, the speakers tackled some of the most persistent skincare myths — from SPF confusion to social media-fuelled misinformation — delivering science-backed insights to help audiences make smarter summer skincare choices.
The goal of the event was to cut through the noise of trending, often misleading content by grounding advice in dermatological science and professional experience. Separately, the event also had the objective of positioning Living360 as the go-to online destination for health and wellness content.
Our approach
Embarking on a mission to showcase Living360 as a premium wellness destination, the team organised the event to fill a gap for science-led and expert-backed skincare advice, helping readers to improve their skincare regime. Debunking Summer Skincare was hosted online in a panel format, allowing for a live Q&A session and real-time questions to be answered.
Leading up to the event, a combination of online articles, organic and paid social content as well as competition incentives were used to promote the event and drive signups. The articles, rooted in SEO-practices, showcased the sophisticated expertise of the panellists, tapping into their backgrounds and in-depth industry knowledge.
Via a series of targeted newsletters, Living360 also accessed its readership’s existing interest in the subject of educational wellness events. To combine the loyal social media following of Living360 and the featured skincare experts, a collection of targeted organic and paid campaigns were created for Instagram, Facebook and LinkedIn, and were shared across all participating profiles.
To celebrate, Living360 gifted the first 100 attendees an exclusive beauty goody bag packed with premium skincare products and discounts from top brands, including Dr David Jack, Dr PawPaw and Jacovèus Botanicals. In addition, one lucky attendee received a personalised skincare consultation and custom routine from BLOOM Facials.
Our results
Living360’s launch event Debunking Summer Skincare confidently demonstrated the demand for science-led skincare sessions by exceeding expectations for ticket sales and setting a high benchmark for future events in the ongoing series. Further strengthened by an above-average dwell time on online articles and a strong live engagement, the success of the event followed an existing reader interest in the topic, evidently closing a gap for live advice on specific skincare concerns.
In a follow-up feedback survey, over half of attendees rated the event with the highest marks, while over 20% gave a rating of 9 out of 10. This impressive feedback was due to the informative, collaborative and engaging nature of the panel, which enabled attendees to receive dynamic answers to their skincare concerns in real-time and without prejudice. The event’s success was therefore not just apparent from the unparalleled ticket sales but from the genuine interest and enjoyment of the attendees, with nearly everyone willing to recommend future events to their friends.
The impact of Debunking Summer Skincare sets a future precedent for Living360. The results indicate a clear, consumer-interest in health and wellness-related topics, positioning Living360 as a rising industry-leader and a viable partner for brands within wellness media. Plans for the event series’ continuation are underway.
