14 Days of Beauty Thrills
Cult Beauty
creative direction, campaign, birthday, animations, e-commerce, beauty, landing page, newsletters, affiliate banners
Cult Beauty is turning 14, and how else to celebrate the birthday of this beauty power house but to give 14 days of offers to the customers! What else? I only receive 5 days to pull it together, who doesn't love a challenge?
Brief
Cult Beauty Birthday need a creative identity that exudes a joyful celebration of their birthday. The tagline 14 days of beauty thrills should give customers excitement!
![CultBirthdayOffers_08_ ProffesionalPicks_HighRes[59].jpg](https://static.wixstatic.com/media/a1ae6e_6764fb8dbb4c4085b8b06e00c62d5e9e~mv2.jpg/v1/fill/w_490,h_385,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/a1ae6e_6764fb8dbb4c4085b8b06e00c62d5e9e~mv2.jpg)
Creative direction
I began playing around with various creative concepts including the standard balloons and ribbons associated with birthdays, a high-end birthday party aftermath with confetti laying around and the unwrapping and paper tearing of a gift.
While presenting to the wider marketing team, we decided on the balloon route as this had the most "birthday feel".
Photography
Images were shot in-house, with a white balloon sea lit up with different coloured plates. A few metallic balloons were added in to give extra pop of colour but keeping the coloured gradient throughout to give a luxurious feel.
Colours were pink, peach and blue. Pink because this colour tends to do better in general for us, has higher social engagement and responds well to Cult Beauty's customers. Peach and blue were chosen to offset the pink so the entire campaign wouldn't be an entire girly-girls dream but also because it matched well with the products.
I also made sure we shot plates which could be used for decorative elements throughout the campaign.
Final retouched offers images are below.
Lock up
I made a few options for lock ups really quickly, but due to the very short timeline these are not something I'm proud of. At this stage we had two days left until launch and none of the assets were yet ready. The final tagline had yet not been set by copywriters either.
I tested how animation could be used in the lock ups to be more engaging.
In the end I decided to just use our brand fonts and leave the lock up out for this campaign.
Animation
I wanted to bring life to the campaign a little bit more with using animations. I thought the revealing effect with balloons could work well for both social and newsletter send outs to create excitement but this was also scrapped due to timeline.
Final designs
In terms of layout I decided to stick to our regular templates as these were familiar with our customers and provided a quicker churn out of all the assets needed. These included 14 newsletters, email banners, 7 homepage banners and social posts and 1 landing page consistent of 14 updates across desktop, tablet, mobile and app. Furthermore PPC and affiliate banners (around 100) going out.
Results
Despite only having 5 days to create the campaign, it was a huge success in terms of revenue, on average every offer brought 55k, with the make up palettes being the strongest performer with 79k for the 24 hours it was live.
In terms of design, not my proudest work, but a good lesson to be known that it can indeed be done in 5 days with 2 people working on it.
