Brand Launch Strategy
U/1ST
Industry: Cosmetics
Servicios: Services: Market research and analysis, visual brand identity and campaign image production, comprehensive communications framework, multi-channel marketing strategy, brand launch planning and social media management.
The Client
U/1ST is a pioneering makeup brand infused with scientifically backed active ingredients that combines cosmetics with skincare.
The Ask
To craft a unique value proposition for a new category within the beauty industry, develop the brand’s identity and messaging that highlights the innovation and technology behind the formulations. To resonate with the target audience and set strategic communication objectives that reinforce the brand’s position in the market.
Our Thought Process
The first step was to understand the brand’s potential consumers—exploring their concerns, needs, and desires to identify what resonates with them and how to introduce an innovative, pioneering product that would become a natural part of their routine: a line of essential makeup products infused with active ingredients, designed to save time without compromising self-care.
Our Solution
In a fast-paced world where every minute counts, we crafted a fitting solution: Smart Beauty. Our Smart Beauty concept highlights how U/1ST’s cutting-edge formulations empower consumers to make intelligent investments in their skin health without compromising their busy schedules. Smart Beauty, coupled with the slogan, “Always ready”, positioned U/1ST at the forefront of efficient skincare for the modern individual.
Smart Beauty,
Beyond the Surface
Reflecting U/1ST customers’ tech-savvy lifestyles, we incorporated sleek mobile interfaces and touchscreens as key brand elements. This not only modernized U/1ST’s identity but also reinforced its positioning as a high-tech beauty brand. A refined palette of neutral tones complements this modern aesthetic, embodying simplicity and sophistication. This approach not only resonates with its customers’ daily experiences but also underscores U/1ST’s commitment to cutting-edge beauty solutions.
We developed a brand identity that radiates genuine confidence. U/1ST’s persona strikes a balance between cosmopolitan elegance and refreshing honesty, inviting consumers to embrace their unique beauty with unwavering self-assurance. Models of varied ages and ethnicities were chosen to exemplify U/1ST as a forward-thinking beauty brand that celebrates individuality and embraces the multifaceted nature of modern beauty.
Cultivating Brand Loyalty
By weaving U/1ST’s products into a broader context of contemporary living, we created a compelling brand story that resonates on multiple levels. This strategy not only highlighted the unique features of its products but also demonstrated their value in today’s fast-paced world.
Our vision focused on creating meaningful connections between U/1ST and the diverse needs of modern consumers. Our multifaceted content strategy spanned social media, blogs, and newsletters, establishing U/1ST as an indispensable beauty companion. Our approach garnered acclaim from leading publications like Elle, Harper’s Bazaar, and Glamour, solidifying U/1ST’s position as a trailblazer in the beauty industry.