Beauticity: brand, content strategy and e-commerce
Company
Beauticity
Role
Founder | Strategist & designer
Year
2020-2021
As the founder of Beauticity, a cruelty-free beauty e-commerce, I aimed to reinstate fun in beauty and foster self-love and uniqueness. I shaped a brand identity, built the customer journey and the operating e-commerce platform, guiding customers on their self-discovery journey.
Need & context
In 2020, the beauty market often felt like a beauty standard prescription, lacking a genuine emphasis on joy, and the celebration of uniqueness. Moreover, the pandemic triggered a boom in online shopping.
Insight
The user personas sought empathetic support to guide their personal beauty self-discovery journey, while also desiring verified environmentally friendly products that enhanced their beauty.
Solution
We established Beauticity as a cruelty-free e-commerce brand to create a positive and empowering relationship with beauty, centred on empathy, fun, and companionship.
The results
A beauty brand that guided customers through their identity journey.
Logo
The brand concept conveyed a fresh and playful essence.
Kiuty, a unique beauty guru
I created this character as a key differentiator to guide the user through the entire customer journey and facilitate personal beauty self-discovery.
Social media content
The content responded to educational, promotional and brand reinforcement purposes.
Website
The e-commerce platform reflected the architecture defined after usability testing and content strategy.
Research & collaboration
Research Methods
Documental research | Trend analysis | Interviews
Collaboration
In this family endeavour, I spearheaded the initial research, brand identity, e-commerce design, and social media strategy, while others executed supply and logistics.
Impact
We:
Fostered a genuine connection with customers
who perceived our brand as honest, leading to buying our products.
Reinstated fun within beauty
with a cohesive, authentic brand concept that earned customer's recognition.