ShowbyPastel
Pastel is a national cosmetics brand and exporting its amazing products to 124 countries. However, they are loosing the young generation and there are very strong national and international competitors.
Task
What we needed to do is to catch the young generation with a competitive way. And Pastel has found a gap in the market which is the lack of vegan cosmetics. There wer vegan products but none of the brands were producing only vegan ones. So, they created ShowbyPastel which is completely vegan cosmetics brand. So, they held a meeting with us.
We’ve picked the target customers as Gen Z and Alpha. We clarified our values which are diversity, body-positivity and entertainment. Our persona was always smiling, always catchy and always colorful.
Our marketing budget was limited. We’ve created a digital and social media marketing strategy which is so colorful, good hearted and full of creative videos.
Tiktok, Instagram Reels and YouTube Shorts were our main platforms. Young micro influencers on Tiktok and Reels were our brand ambassodors. Their catchy slogan was “Create Your Own Mascara”
We created catchy stickers which they can self-express themselves. Seasonal catchy stickers for summer, for spring and for special days. They loved the idea and we turned out to be the best selling cosmetics in 2 months only.
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