Brief
Develop an integrated marketing campaign based on industry insights, targeting the Perfecting Complexion Stick by MERIT Beauty to a new consumer demographic while reengaging existing customers. Map the customer journey from awareness to advocacy and set KPIs to measure campaign success.
Campaign Concept
Celebrate aging as an important milestone that does not define
how glamorous a woman feels while positioning the Perfecting Complexion Stick as a hero product that suits mature skin and enhances natural beauty.
Key Insight
In 2024, 70% of Gen X US women stated they felt underrepresented in beauty marketing. In response, women are seeking more diversity in beauty beyond shade range and questioning the traditional paradigm that positions youth as the ultimate standard.
This cultural shift presents Merit with an opportunity to target Gen X consumers by celebrating rather than sidelining their individuality and beauty.
AWARENESS
Position Merit as the go-to brand for age-agnostic beauty products, targeting Gen X women with visuals and messaging that showcase their glamour and natural beauty across social, OOH, and print.
CONSIDERATION
Educate Gen X women on the USP of the Minimalist Perfecting Complexion Stick on socials and email, with a CTA to shop their shade online.
CONVERSION
Optimize landing pages and PDPs to increase conversion by reducing the number of steps from landing to checkout. Incorporate campaign imagery featuring Gen X models.
LOYALTY
Retarget users who've signed up for email and SMS alerts with exclusive offers like first looks at new products and customized recommendations based on purchase history.
ADVOCACY
Empower Gen X customers to share their beauty stories by leveraging UGC featuring their use of the Minimalist Perfecting Complexion Stick.
