New cosmetic product launch
This project took place while I was outsourcing my skills within the marketing department at Philozon. One of its company branches, Ozoncare—a cosmetic brand centered on ozone oil as its primary ingredient—was preparing to launch a new anti-acne cream and liquid soap. The marketing team was responsible for developing a campaign to introduce the products and drive sales.
Main role and responsabilities
My Role: Lead Designer & Campaign supervisor
Main Contributions:
- Team lead
- Campaign supervisor
- Content strategist
- Design overlook
Team: 7-people in a marketing department, multidisciplinary
Marketing strategy
→ Top of funnel
Audience: general consumer of cosmetic
Objective: Inform and capture leads through valuable content about acne - to bring people into the funnel.
→ Middle of funnel
Audience: potential client who already knows about this line of cosmetics
Objective: To guide the customer regarding their pain point and present our products as a solution to their problem.
→ Bottom of funnel
Audience: a client
Objective: To use more commercial content, with CTAs in order to direct leads to our products and convert sales.
Content marketing
General public
- Language: More colloquial
- Objective: To make the environment healthier and safer
- Action: Landing Page with a WhatsApp button
- Focus: Clean the environment / eliminate microorganisms (fungi) / coronavirus / moldy smell
Middle of funnel
- Post: “Balancing the skin microbiota”
- Post: “Causes of blackheads and pimples - drying lotion”
- Ads for the acne control kit
- Videos (Efficacy - Technical - 4 factors)
- Product page
- Informative email
- Digital acne brochure
Bottom of funnel
- Digital brochure for acne
- Post: “Anti-inflammatory benefits of ozonized oils”
- Product page
- Website banner
- Business email
