Makeup Geek: Shades of You

In 2019, CQL and Makeup Geek launched a refresh of its product lineup, which included a new color-theory-based system of eyeshadows called The Matrix, plus an overall brand refresh that came to life through a new marketing campaign called Shades of You. This effort included developing new product packaging, creating design assets to use across digital channels (website, email, social, paid search, paid social, and press) and offline channels (press kits, order inserts, and product catalogs), and launching live makeup tutorials with influencers using the new Matrix color theory palettes. The results were remarkable. Just three weeks after launch, the campaign drove Makeup Geek’s largest revenue-generating period in years, increasing sales by nearly 600% and doubling average order values over the previous year.