Love Beauty and Planet

Love Beauty and Planet is a sustainable beauty brand that targets Gen Z and Millennial consumers through their cohesive and colorful social media content. My partner, Antonia Sousa, and I took a closer look at the brand, learning about the brand story, position, promise, personality, voice, behavior, design, and audience sentiment.

We gathered quantitative and qualitative data within four platforms: Instagram, Twitter, Facebook, and Youtube. Using the information we gathered, we transformed our raw data into compelling visuals to tell a story. This data story informed our content suggestions, our proposed campaigns, content calendar, and mock-ups.

Click here to view the deck.

Target Audience

Competitive Analysis

Raw Data

Data Visualization

Concept Development

Content Calendars

Instagram Content Mock-ups

Mock-up Caption:

• looking for a natural shine?✨try our all new rose shampoo!!🌹made with sustainable, eco-friendly ingredients!🌿feel beautiful + make our earth beautiful too❤️

Ad Goal:

• Communicate ingredient transparency and sustainability.

• Demonstrate authenticity to consumers.

Mock-up Caption:

• infused with all-natural ingredients, our murumuru butter and rose body wash is bound to make your skin soft and beautiful 😍 the perfect addition to your beauty routine!✨buy now online- link in bio- or at your closest target, walmart, cvs, or tom thumb 🛒

Ad Goal:

• Advertise a new product.

• Showcase the brand’s sustainability.

Mock-up Caption:

• today’s FAQ is: where can I buy products internationally? 🌍 check out our recent post for a map of all of our stores! 🛍️ let us know if you have questions below ⬇️

Ad Goal:

• Educate consumers about where to buy products internationally.

• Answer an FAQ regarding accessibility.

• Encourage the audience to interact with previous posts.

Twitter Content Mock-ups

Mock-up Caption:

• looking for the perfect beauty routine made just for you?💆 buy our products in-store and online all around the world!🌎 now available in CVS, Walmart, Target, Tom Thumb, Tesco, Ocado, ASOS, Amazon, Birchbox, and more!✨ comment your favorite place to buy our products below⬇️

Ad Goal:

• Educate consumers about where to buy products internationally.

• Provide an answer to a FAQ regarding product accessibility.

Reflection

Initially, our hypotheses centered around conversion, the process of converting viewers into consumers, and increasing this rate through an increase in advertising. After conducting more research and taking a look at the audience’s response, it is clear that LBP does not necessarily need to spend more on their advertising but rather optimize their current ads.

For example, on Instagram, users often ask questions regarding availability of products internationally. LBP does have a UK website; yet, this is not something they focus on within social media. Additionally, to maintain and expand their client base, LBP needs to look into plastic-free solutions. Consumers are no longer satisfied with statements; they want actions, and implementing plastic-free solutions would show consumers that LBP is fully committed to their primary goal:

“Whatever we do must be good for beauty and give a little love to the planet.”