GUTHY RENKER: MALLY BEAUTY
Plus agency hired me to lead three brand refresh projects for their newest client, direct-marketing pioneer Guthy Renker. Their top priority was their newest brand acquisition Mally Beauty, a makeup brand for women over 35 looking for natural, easy, quick products that bring out their youthful beauty. Guthy Renker was looking to revamp the brand to celebrate and leverage its star founder, celebrity makeup artist Mally Roncal, and update its positioning, look & feel and full digital assets to thrive in the online market.
We approached the project in two big phases over the course of three months: Brand Strategy + Production.
After a thorough deep dive, we presented a fully reworked brand positioning deck which included defining a niche and target audience, brand and product strategy, full creative strategy (mood, ethos, tone of voice, communication approach, visual direction, color palette and fonts) and paid social and content-channel strategy.
In the second phase of the project, we completely redid all digital visual assets. That included concepting, creative direction and production on the website, all product and beauty imagery and over 35 pieces of social content. We produced a 2-day beauty shoot with Mally Roncal and photographer Owen Bruce, a one-day product shoot with photographer Ray Hom, and a 2-day shoot with over 20 real women. For the social assets, we shot and edited all pieces as well as led design, copy and animation.
The Mally Beauty online launch resulted in Guthy Renker’s most successful launch to date, outperforming their top makeup brand. The social ads drove 3x more engagement and converted at an extremely low CPO.
View the website and videos here.
Agency: Plus
