REDEFINING A CULT-FAVORITE
BEAUTY BRAND FOR A NEW DEMOGRAPHIC
Client Type: Global Beauty Brand
Services: Paid Social (Meta, TikTok) · Influencer Marketing
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The Challenge
A global beauty brand sought to shift the perception of one of its cult-classic product. Originally adored by a younger audience, the product was being relaunched to appeal to a more mature demographic. The key challenge was evolving brand perception and driving renewed interest—particularly in the U.S. market.
The Key Integrating Media Approach
To reposition the beauty brand and connect with a broader, more refined audience, Key Integrating Media executed a targeted, content-first strategy across social platforms:
Launched age-targeted Meta and TikTok campaigns
aimed at audiences 25+ with demonstrated interest in luxury, niche beauty products.
Developed Bespoke Ad Creative
focused on elevated visuals and messaging that spoke to sophistication, mood, and more rather than playful nostalgia.
Activated Influencer Content Partnerships
with creators known for authentic beauty product reviews and lifestyle content to lend credibility and increase social proof.
Drove Users to Third-party Retailers
for product exploration and purchases.
Monitored Sentiment and Engagement Trends
on TikTok and Instagram to adapt creative and capitalize on growing buzz.
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The Results
2+%
well above industry benchmark
20%
engagement rate across platforms, indicating strong content resonance
600k+
(Clicks, Comments, Reactions, Saves, Share, & Follow) tracked across TikTok and Instagram
Why It Mattered
This campaign marked a pivotal shift in how the beauty product was perceived and discussed. It successfully expanded the product’s relevance beyond nostalgia, sparking discovery and discussion among a new segment of beauty consumers. The outcome laid the groundwork for future launches and a more inclusive brand story that can evolve with its audience.
