IPSY is a “renowned” beauty and lifestyle D2C brand that inspires individuals around the world to express their unique beauty through makeup and self-discovery.

Services:

Brand Identity

Content Creation

Email Marketing

Social Media

Website Landing Page

Glam Bag Plus Campaign Goals + Intentions

🍾 To increase the subscription rate, acquiring new users

💄 Highlight the offering

✨ Craft cohesive brand assets — honest and reliable

🏆 Educate while staying true to the brand values

Overall Direction

Before diving into the project I took a step back and reviewed the IPSY brand guidelines as well as familiarising myself with any assets that already existed. The overarching goal being to acquire new users for the Glam Bag Plus subscription seems simple enough on paper but has added challenges when you consider the increased cost over the base Glam Bag subscription. The psychology behind spending any amount of money falls down to value-added and if the product or service can improve on key pillars of survival (ie food, water, shelter, security, communication, and health). The pillars appear clear cut but when broken down have a very nuanced meaning in modern society, like becoming more attractive to a mate for security, shelter, and ultimately food and water. I kept this in mind when designing every aspect of this campaign—why would a customer choose to purchase the Glam Bag Plus, and what value does it add to their lives? The primary goal is to acquire more subscribers, but the secondary goal here is education. No one can make an informed decision on a product without first being armed with the tools to come to that conclusion. Being both promotional and educational not only accomplishes the primary purpose but leaves customers with a growing sense of loyalty from the positive user experience.

In conclusion, there is more that I wanted to achieve in this campaign than pretty visuals and the ability to communicate value. IPSY is more than selling a service but providing a taste of a lifestyle that most of us crave to achieve. I have strived to craft a message that’s more “humanised” in tone and like it was built for each subscriber individually. Ultimately the campaign would rest a lot on the email nurture sequence, given the data of impulse buying. Personalisation would be key—leading to increased engagement, heightened relationships with your subscribers, and an excitement to receive and open each IPSY email. This could be something as simple as skin type (ie combination) the customer has offered up in the Beauty Quiz. Content could then be dynamically changed to cater to that specific user, making the messaging relevant and on-brand. It would also be perfect for up-selling—when targeted products are offered up that would match the needs of that customer.