PROJECT DETAILS

Beauty Bakerie is an indie brand mostly known for there kitschy packaging, unique shade names and yummy campaign concepts. Working with a team of talented students we were able to create an extension integrating the brand into the skincare category. With food grade ingredients and a robust social media strategy. The overall goal was to gain market share in beauty by introducing a new skincare line.

The Team:

Sean Joseph ,Morgan Daniel, and Storm Dorris

Product Renders: Kylie Early

NEW LAUNCH CONCEPT

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Consumer Insights

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New Product Selection

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PR Strategy

New Product Concept

For this new launch concept we developed four new products into the brands skincare integration. all the products are vegan and made with food grade ingredients. We wanted to start with four products that are simple to use and cater to multiple skin types.

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Egg White Cleanser

- 4.2oz

- $28

- Pump Dispenser

- Rose Gold Hardware

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Lemon Zest Toner

- 5 oz

- $30

- Frosted Glass

- Stopper for even dispensation

- Rose Gold Hardware

Molasses Exfoliating Mask

3.4 oz

-$24

- Frosted Glass

- Rose Gold hardware

- Wood Spatula

-Plastic Disk for product sanitation

Meringue Moisturizer

- 3oz

- $24

- Frosted glass jar component

- Rose Gold hardware

- Plastic Disk for product sanitation

Secondary packaging took inspiration from the Flour setting powder. We wanted to ensure that it was both stylish and recognizable

CONSUMER INSIGHTS

THE IDEAL BEAUTY BAKERIE CUSTOMER

DEMOGRAPHICS

Sinclair James. She's between ages 16- 19 and grew up being the youngest of three brothers. As the younger sibling she was constantly picked on and roughed up, she didn't have the freedom to be who she really wanted. Around school she was referred to as the little sister rather than just Sinclair. She didn't have a clear sense of identity and was discovering who she was as a person. She turned to Beauty Bakerie as a solution.

ATTITUDE

She always leaves the house with some type of fun lip color or eyeshadow look but always makes sure to take care of her skin since it's the base of everything. She has an adventurous heart with a shy exterior. She enjoys discovering new things about her self and the world.

LIFESTYLE

She's a sophomore and participates in many school clubs and organizations on campus. She has a full workload, is constantly volunteering but is too shy to enter the dating scene. In her downtime she loves watching Youtube and TikTok makeup tutorials/reviews. She's a sucker for new product launches and is always quick to hop on a new trend saving every penny so she can keep up her habits. She's always been determined and knows that she has what it takes to achieve her goals one day.

NEEDS/MOTIVATIONS

She needs to feel independent and wants to carve out her own path in life. She is tech savvy and admires people who are confident in their own skin and know who they are. Growing up in a house with three older brothers she had to learn to get ready fairly quickly and loves products that are reliable and get the job done with ease.

CONSUMER BEHAVIOR

When she is stressed she turns to makeup as an escape and creative outlet. She's an impulsive buyer and more likely would purchase from an instagram ad or TikTok shop. When buying skincare she likes to look at the ingredients to ensure what she is putting on her skin will help benefit her mild acne and smooth her complexion.

Social Media & Consumer Strategy

By leveraging social media we plan on introducing three new key features that will entice and invite new customers to check out the brand

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Influencer Activation

- Initiate a hashtag campaign using #preheatnadtreat leveraging influence through IGTV and TikTok's live stream feature. Seeding product to key influencers to intriduce/ hype up the new launch

- Curate cute and kitschy instagram story frames for consumers to use on their posts (the Lemon Meringue Face

- Offer discounts and exclusive sneak peaks for the Beauty Bakeries loyal Sugar Squad

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Pop Up Shop Experience

- Introducing a new pop up shop experience that will be introduced and launched throughout the country every 2-3 months in a new state.

- At the shop customers will gain an understanding of the ingredient story and their benefits to skin health through a playtime workshop

- Demonstrating how these new products are versatile and fit within the current skincare regimen.

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Beauty Bakerie Food Truck

- Collaborating with notable food influencers to introduce new recipes as well as hype up the launch.

- By utilizing key players like Ayesha Curry to inform about the science of food as well as teaching a recipe on how to make yummy lemon desserts inspired by the launch and ingredients in the product.

Please enjoy this mock ad style commercial celebrating the new campaign launch for the Lemon Merengue Face! The video is equal parted campy and fun. On brand with what Beauty Bakerie stands for!

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