NV is a luxury makeup line designed to deliver high-definition results for a flawless, airbrushed look. Developed in partnership with celebrity makeup artist Yolanda Halston, I oversaw the product launch and brand strategy which included:
product positioning, claims, benefits, features, and pricing analysis
packaging development and design
pre-launch, launch & post-launch marketing communications plan
digital content strategy including influencer campaign
marketing planning cycle and evaluation
global launch roll-out
The pre-launch strategy created awareness & excitement for a brand category new to Jeunesse.
The launch was one of the most successful in Jeunesse company history due to effective digital marketing efforts and sales promotions.
The post-launch strategy included an influencer campaign, an NV Instagram community with tips, tricks and user generated content and an email campaign to encourage repeat purchases.