Brand C - Luxury

Social Media Management Strategy

Platform Prioritization

Instagram (Primary Platform)

  • High-quality product photography emphasizing texture and viscosity

  • Golden hour lighting to enhance the amber/honey tones

  • Close-up shots showing product consistency and flow

  • Luxurious bathroom and spa environments

  • User-generated content featuring lathering and application

TikTok (Growth Platform)

  • Satisfying product dispensing videos (ASMR-style)

  • "Texture Tuesday" series showcasing product consistency

  • Before/after skin transformation content

  • Ingredient spotlight videos with scientific backing

  • Luxury morning/evening routine content

YouTube (Education Platform)

  • Long-form ingredient deep dives

  • Skincare routine tutorials

  • Brand story and manufacturing process

  • Dermatologist collaborations and testimonials

  • Customer testimonial compilations

Pinterest (Discovery Platform)

  • Luxury bathroom inspiration boards

  • Ingredient benefit infographics

  • Self-care routine mood boards

  • Product styling and photography inspiration

Content Pillars (70/30 Rule)

70% Brand Content:

  • Product hero shots with dramatic lighting

  • Ingredient-focused educational content

  • Texture and consistency demonstrations

  • Luxury lifestyle integration

  • Before/after transformation stories

30% Lifestyle Content:

  • Wellness and self-care inspiration

  • Luxury travel and spa experiences

  • Seasonal skincare tips

  • Ingredient sourcing and sustainability

  • Behind-the-scenes content

Posting Schedule

  • Instagram: 1-2 feed posts, 2-3 stories, 1-2 reels weekly

  • TikTok: 5-7 videos weekly

  • YouTube: 3-4 videos monthly

  • Pinterest: 8-10 pins daily

Visual Guidelines

  • Color Palette: Warm golds, rich ambers, deep blacks, cream whites

  • Typography: Clean, modern serif fonts for luxury appeal

  • Photography Style: High contrast, dramatic lighting, macro details

  • Video Style: Slow-motion pours, satisfying textures, ASMR elements

Market Insight & Analysis

Target Market Segmentation

Primary Segment: Luxury Seekers (45%)

  • Age: 30-45

  • Income: $75,000-$150,000+

  • Values: Premium quality, exclusivity, sensory experience

  • Pain Points: Seeking products that justify premium pricing

  • Behavior: Research-driven, brand loyal, willing to pay for quality

Secondary Segment: Wellness Enthusiasts (35%)

  • Age: 25-40

  • Income: $50,000-$100,000

  • Values: Clean ingredients, self-care rituals, holistic wellness

  • Pain Points: Overwhelmed by ingredient lists, seeking transparency

  • Behavior: Ingredient-conscious, community-driven, social media active

Tertiary Segment: Gift Buyers (20%)

  • Age: 25-55

  • Income: $40,000-$80,000

  • Values: Thoughtful gifting, presentation, perceived value

  • Pain Points: Finding unique, luxurious gifts

  • Behavior: Seasonal purchasers, presentation-focused

Competitive Analysis

Direct Competitors:

  • Aesop (premium positioning, minimalist aesthetic)

  • Drunk Elephant (scientific approach, cult following)

  • Glossier (community-driven, Instagram-native)

  • La Mer (ultra-luxury, transformative claims)

Competitive Advantages:

  • Unique viscous texture as visual differentiator

  • Scientific "Data Marketing" positioning

  • Luxury meets efficacy positioning

  • Sensory-first brand experience

Market Trends Alignment

  • Growing demand for premium personal care

  • Increased focus on ingredient transparency

  • Rise of sensory marketing and ASMR content

  • Shift toward ritual-based self-care

  • Premiumization of everyday products

Consumer Insights

  • 73% of luxury consumers research ingredients before purchase

  • Visual texture is a key purchase driver in personal care

  • Social proof through transformation content drives conversions

  • Subscription models gaining traction in premium segments

CRM Strategy

Customer Journey Mapping

Awareness Stage

  • Social media discovery through visually striking content

  • Influencer partnerships with luxury lifestyle creators

  • SEO-optimized ingredient education content

  • Targeted ads focusing on texture and luxury

Consideration Stage

  • Email nurture sequences with ingredient education

  • Free sample programs for trial

  • Detailed product comparison guides

  • Video testimonials and reviews

  • Expert endorsements and certifications

Purchase Stage

  • Personalized product recommendations

  • Limited-time exclusive offers

  • Bundle deals and gift sets

  • Subscription options with discounts

  • Premium packaging and unboxing experience

Retention Stage

  • Personalized skincare routine guidance

  • Exclusive access to new products

  • VIP customer events and experiences

  • Loyalty program with experiential rewards

  • Replenishment reminders and auto-delivery

Email Marketing Strategy

Welcome Series (7 emails over 3 weeks)

  1. Brand story and luxury positioning

  2. Ingredient philosophy and sourcing

  3. How to use products for best results

  4. The science behind the formulations

  5. Customer transformation stories

  6. Exclusive member benefits

  7. Personalized routine recommendations

Segmented Campaigns

  • New Customers: Education-focused, building trust

  • VIP Members: Exclusive previews, early access

  • Subscription Customers: Usage tips, loyalty rewards

  • Gift Recipients: Introduction to brand, conversion focus

Automated Workflows

  • Abandoned cart recovery with texture focus

  • Post-purchase education and usage tips

  • Replenishment reminders based on product size

  • Birthday and anniversary luxury treats

  • Win-back campaigns with exclusive offers

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