Prada Beauty
Conquers the US
The Strategy
Prada Beauty came to Buttermilk with the brief to launch the beauty brand in the United States, starting with their Lip Optimizing Balm and Monochrome Lipsticks, aiming to put them at the forefront of beauty conversations.
Identify, build and grow a community of Prada Beauty enthusuasts, with a focus on nano creators. It was key that the community activated both nodded to the brands editorial roots, whilst appealing to a beauty-obsessed audience.
Work with on-brand creators (the Prada Beauty 'That-Girl') across Instagram/TikTok to produce culturally relevant and on-trend content on a mass scale to generate noise around launch time.
HARD LAUNCHING 'That Girl'
Now that we understood who the Prada Beauty community was, from their feeds to their feelings, we needed to consider how to inspire them.
We reviewed culturally and brand-relevant trends to inject into briefs, ensuring we were at the centre of trending beauty conversations. We focused on the 'That Girl' aesthetic, which was trending on TikTok, asking creators to show their Balms & Lipsticks on the go. Creators were also briefed to open their captions with "My Lips Wear Prada"—a subtle yet obvious nod to an instantly recognisable moment (The Devil Wears Prada), which helped drive buzz at launch.
Now, the keys were handed over to creators to create content that would inspire their communities.
COMMUNITY STARTING FROM THE BOTTOM
Starting with a focus on Brand Fans in early 2023 we layered mid/macro creators to meet and exceed exposure and reach objectives.
COMMUNITY STARTING FROM THE BOTTOM
Starting with a focus on Brand Fans in early 2023 we layered mid/macro creators to meet and exceed exposure and reach objectives.
COMMUNITY STARTING FROM THE BOTTOM
Starting with a focus on Brand Fans in early 2023 we layered mid/macro creators to meet and exceed exposure and reach objectives.
Creators were activated on mass scale to produce stylised content that showed the products as desirable, building hype around the launch to drive sales.
OUR RESULTS
OUR RESULTS
Prada beauty launched with a bang. We sold out the Prada Balm across all US retailers in 3 weeks and hit #1 in Sephora across 2 categories.
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