Brand Development

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Every successful beauty brand starts with a great idea, but the difference between a concept and a commercial hit is execution.

I help you take new product ideas from early insight to launch, ensuring they align with your brand promise, resonate with consumers, and perform in-market.

Typical work includes:

• Trend and category mapping
• Concept testing and consumer validation
• Naming, positioning and claims strategy
• Portfolio planning and launch sequencing
• Go-to-market alignment and rollout plans

Outcome: products that fit your brand story, meet consumer demand, and strengthen your overall portfolio,  not cannibalise existing products or just add noise.

As your range grows with new products, sub-lines and limited editions, clarity becomes essential.

Brand architecture brings structure to your portfolio so customers immediately understand what each product does, and how it fits within your brand’s world.

Typical work includes:

• Masterbrand vs. sub-brand strategy
• Product line hierarchy and naming conventions
• Ingredient or benefit-driven segmentation
• Relaunch and range rationalisation frameworks

Outcome: a clear, scalable brand structure that simplifies decision-making, supports growth, and strengthens recognition across all channels.

Packaging is the first and most powerful brand touchpoint in beauty.

It communicates your story, your values, and your quality, often in a split second.

I help brands create packaging strategies that balance design, functionality, sustainability and commercial viability.

Typical work includes:

• Packaging strategy and creative briefing
• Messaging hierarchy and copy direction
• Material and sustainability guidance
• Shelf and digital presence optimisation
• Collaboration with design and production partners

Outcome: packaging that’s visually striking, on-brand, and conversion-driven, whether it’s on a retail shelf, an influencer’s vanity, or an Instagram feed.

In a crowded category, customers don’t just buy ingredients, they buy aspiration.

Your brand story should feel both aspirational and authentic, with a clear emotional hook that connects.

Typical work includes:

• Defining purpose, promise and point of difference
• Audience segmentation and insight development
• Core messaging and tone of voice
• Storytelling frameworks for campaigns and product launches

Outcome: a brand narrative that people feel, clear enough to guide your team, consistent enough to build loyalty, and strong enough to inspire repeat purchase.

From packaging to social, from retail to influencer collaborations, your identity needs to feel cohesive and credible everywhere.

I help refine or brief visual and verbal identities that reflect your strategy and connect with the right audiences.

I work in conjunction with trusted partners on:

• Brand identity briefing and creative direction
• Tone of voice and messaging consistency
• Visual system and photography guidance
• Rollout and usage frameworks for teams and partners

Outcome: a recognisable, ownable brand identity that feels elevated, consistent, and ready to scale.