BEAUTY BRAND STRATEGY
PERSONA
THE BRAND
Persona is a colour cosmetics brand making beauty simple, with artist-curated products and skin-friendly formulas. Seven years in, it had built a loyal customer base and a thriving social community.
THE TASK
In an increasingly crowded category, Persona needed a sharper brand proposition that captured the full depth of its identity and differentiation as a brand. The brand’s content explained what the products did but not what the brand stood for, and as competitors made similar claims, product features alone could no longer set it apart. Persona needed a clear proposition to carry across every touchpoint, from social content to retailer brand pages.
THE RESULTS
The work closed the gap between product content and brand purpose, giving their content pillars a clear story to tell. It also gave Persona a documented strategy to onboard new team members and external partners, keeping everyone aligned on what the brand stands for across all channels.
Our insights and brand strategy also gave the founders a compelling commercial case, not just a brand story. It demonstrated a clear gap in the category, the consumer shifts driving demand and Persona’s defensible position. Strategic work like this gives brands the substance for more compelling conversations with growth partners. And within six months of our work together, Persona announced its expansion from Ulta.com into 1,400 US stores.
BEAUTY BRAND POSITIONING STRATEGY
WHAT WE DELIVERED
We defined the position that brand could own around a makeup artist’s expertise distilled into intentional, essentials – where confidence was the end game.
- Insights and market mapping showing the gap Persona fills and its defensible position.
- Brand positioning strategy and value proposition clear enough to translate across ecommerce, content and retailer brand pages
- Brand manifesto and DNA that gives their content the missing “why” behind the brand and deepens connection with their community
Key results
+62%
1400
9
Engagement on brand story vs. standard posts
Ulta retail store brand launch
Months from brand strategy to retail
GET IN TOUCH
About us:
We're a branding and marketing agency based in Sydney, Australia and serve an international client base. Our team of beauty, fashion and luxury strategists and designers are based in the US, UK and Australia.
Email:
effie@beautiful-sparks.com
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