Communications and launch strategy for a makeup brand within a trending category

DATE: 2023

SERVICE: COMMUNICATION

CLIENT: U/1ST

DESIGNED BY SIGNNE

Only 50% of women know that they can do their makeup while taking care of their skin

En torno al concepto ‘Smart Beauty’ construimos una comunidad con intereses comunes vinculados a los temas y tensiones del público; mujeres para las que la vida va tan deprisa que a veces no queda tiempo para una misma. U/1ST es esa marca que abraza el ‘Always ready’ y que te traslada que puedes cuidarte y estar radiante ―aunque solo tengas 5 minutos― si eliges inteligentemente.

Así fuimos dibujando una identidad cosmopolita, con códigos contemporáneos, tecnológicos y guiños inteligentes. Con una voz honesta, audaz y rigurosa.

Communications strategy - U/1ST - Signne Creative House
Communications strategy - U/1ST - Signne Creative House

U/1ST draws inspiration from the realms of fashion/beauty and pharmaceutical/technology. We aimed to make the use of mobile interfaces or touch screens iconic to the brand, and we achieved just that. This equilibrium is embedded in its formulas and also extends to its communications. The prevalence of light, neutral tones, and white provided a clinical and aseptic focus but also underwent refinement through the embodiment of the U/1ST attitude, evident in every aspect, from casting choices to the execution of each production. Gradually, we cemented a brand that not only advocates for self-care and well-being but exudes sophistication, minimalism, and a natural essence.

Our communications strategy, beyond showcasing the product, aims to create a recurring platform that ignites the interests and aspirations of the audience on various channels such as social media, blogs, or newsletters. In doing so, we have cultivated an entire movement, garnering recognition from media outlets such as Elle, Telva, S Moda, ¡Hola! Fashion, Harper’s Bazaar, Glamour, Vanitatis, or Marie Claire.

U/1ST

x

Signne