XX Revolution Brand Launch

25 Jan

( THE SCOPE )

( THE CHALLENGE )

XX Revolution was a new colour cosmetics brand due to launch in March 2020, with a focus on infusing makeup with skincare ingredients. The Gen Z focused brand was developed with sensorial & Instagrammable textures and packaging intended to attract customers in-store - a plan scuppered by the pandemic.

Launching during lockdown 1, the focus of the launch quickly became on working out how to drive awareness, interest and trust with no in-store presence or launch event, as well as how to use social media content to highlight the textures and packaging of the product.

( THE ANSWER )

We created a reactive launch plan, comprehensive brand strategy and TikTok-first content and social strategy for the launch.

A Gen Z tone of voice was created and implemented in the writing of product descriptions for over 500 skus, as well as email newsletters and blog posts.

We art directed the campaign photography, as well as organising video shoots to focus on the sensorial textures and packaging through macro videos and editing these down into TikToks.

We created a 400 strong PR list of TikTok-first influencers that fit the XX Revolution look & feel, signing key influencers to become ambassadors of the brand.