The Brief:

Anastasia Beverly Hills needed a clear path to purchase to regain brow authority. While Anastasia herself was known as the brow queen, competitors were gaining significant market share. The goal was to fully retrench the brow category to draw on the brand founder authority while aiming to capture a wider demographic. This meant organizing the products in a way that re-positioned the legacy of the brand DNA and origin story while aiding at point of sale both online DTC through e-commerce and at specialty retail in store.

The Goods:

I partnered to create an “always on” brow campaign including four separate brow journeys for the customer to choose from and consulted on the in store expression alongside hero product messaging to support the launch. A refresh on the customer journey and supporting creative assets with clear problem/solution were brought front and center alongside hero product positioning and the founder story messaging. Each brow journey included a QR code that linked to a tutorial YouTube video teaching how to use the products.

The Result:

This high impact, stop the scroll (and stroll) strategy helped to regain the brand’s brow authority while transforming the brands approachability for entry level customers. The campaign was so relatable on a global scale that it had a two year lifespan with iterations in stores, online, and infomercials. Market share was gained back and a renewed interest in the brand was sprouted by customers once intimidated by the line as evidenced by ongoing triple digit increases in a new hero product.