The Brief:

As Beautycounter prepared for a Pop-Up launch in Sephora, they asked for a multifaceted education strategy and assets that brought to life their person-to-person storytelling bench strength. While the launch was a limited time engagement both in store and online, the clean beauty education impact needed to amplify their incredible momentum and disruptive brand positioning. The goal: to create a memorable launch strategy and assets to educate Sephora’s in store teams in the US and Canada.

The Goods:

We collaborated with Sephora education and Beautycounter’s in house team to deliver ten product videos, an all new script and storyboard for a hero focus product video, and storyboard for a “Behind the Brand” video with founder Gregg Renfrew. I also wrote the gratis strategy, budgeting, and product insert copy to ensure product knowledge was paramount with the Beauty Advisors. Finally, I produced content for the US Digital learning team, a webinar for the Canadian team, and led the charge for an influencer style launch box highlighting key franchises and activations to use the hero products and engage in policy discussions.

The Result:

Though the launch was short-lived brand awareness grew exponentially furthering Beautycounter’s strong position in the industry as the leaders in clean beauty. Additionally, the 2020 launch contributed to the Sephora positioning of skin care as health care with greater authority. Sephora reported a 30% increase in YoY e-commerce sales due to digital education while Beautycounter grew to a $1B brand a year later.