The Challenge:

Cosmetica Labs wanted to redefine what partnership could look like between a manufacturer and a creator. Rather than a typical white-label launch, the goal was to co-create a product with real meaning. One that reflected the creator’s voice and showcased Cosmetica’s commitment to transparency, collaboration, and craftsmanship.

 

The Insight:
Beauty consumers are no longer satisfied with polished product drops.  They crave connection to the process, the people, and the why behind what they use. For a manufacturer, bringing this journey to life through the lens of a respected influencer could both build trust and highlight behind-the-scenes innovation.

 

The Idea:
Document and co-create a first-of-its-kind influencer collaboration, following Katie Jane Hughes as she developed her dream formula in partnership with Cosmetica Labs. From early concepting and lab visits to texture trials and packaging tweaks, the project pulled back the curtain on what it truly takes to bring a product to life.

 

The Execution:
We developed and launched a multi-part BTS storytelling campaign across Cosmetica’s and Katie's platforms. Through video content, lab footage, and authentic commentary, we gave followers a front-row seat to the development process. This not only amplified anticipation for the product but reinforced Cosmetica’s positioning as a strategic partner for beauty brands.

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Key Results:

75% savings in A+ content/campaign featuring celebrity MUA and macro-influencer subject matter. Order repurchase with increased quantities 3 months after launch + 2 shade extensions. Secured introduction meetings with 5 fast-growing LA indie brands including Rhode and Caliray Beauty.

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My Role:

Director of Marketing and Product Development.