Launching a new bestseller for a DTC beauty brand
Year
2026
Client
SOUU Beauty · DTC eCommerce
Timeframe
4 weeks
SO GLOSSY is a tinted lip balm line by Brazilian DTC beauty brand SOUU Beauty. For its launch, we turned four shades into four moods, creating a campaign built around self-expression rather than color alone.
The challenge
In a crowded beauty category, another tinted lip product needed more than functional benefits to stand out. The challenge was to give SO GLOSSY a distinctive story that could create desire around the four shades and translate naturally across the launch.
The solution
Instead of asking customers to choose a color, we invited them to choose a mood. “Your lips, your mood.” became the central idea, with each shade representing a different side of the same woman: Workaholic, Dramatic, Romantic, or Nostalgic. Each mood was given its own voice and visual world, creating a flexible creative platform that shaped the campaign across content, creators, paid media, eCommerce, and launch assets. I led the launch strategy and creative execution across copy, campaign development, film scripting, and production.
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