United States

2020

Makeup Geek: Shades of You

Entrant Company

CQL

Category

Integrated Marketing

Client's Name

Makeup Geek

Sub-Category

Integrated Marketing Campaign

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.

Credits

CEO, Makeup Geek
Marlena Stell
Marketing and Business Manager, Makeup Geek
Amanda Clemet
General Manager, Makeup Geek
Sandra High
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