A collaboration made in the stars.

We partnered with Jade Thirlwall (Little Mix) to create her first ever makeup collection, launching exclusively on the BEAUTY BAY website.

As Brand and Campaign lead, I built the full 360° go-to-market plan, leading the teams to develop a robust channel strategy whilst delivering all campaign assets and content.

We started by finding the right talent for the brand and then worked collaboratively to develop the product and deliver the marketing strategy. The campaign was executed across all touchpoints, with a focus on Youtube for surrounding influencer activity.

Jade was influenced heavily by astrology, so the product story took customers in to Jade’s universe, a galactic paradise inspired by shimmery shades and cosmic hues.

We amplified the campaign across socials, creating a multitude of interactive zodiac inspired content. We sent 500 PR boxes to influencers, hid a giant palette in Jade’s hometown, asked Jade to read out horoscropes on TikTok, and we even produced a joint tutorial on NikkieTutorials’ Youtube.