BEAU 320 — Integrated Marketing Map · Winter 2025
Sculpted to Perfection
A full-funnel integrated marketing campaign repositioning REFY Beauty's Brow Sculpt for a new audience — sophisticated, on-the-go moms — across awareness, engagement, conversion, loyalty, and advocacy.
- Marketing
- Brand Strategy
- Campaign
The brief
Take an existing prestige beauty product and build an integrated marketing campaign that grows the audience without losing the brand’s existing one. I picked REFY Beauty’s Brow Sculpt — the wax-gel hybrid that gives a sculpted, laminated brow with all-day hold — and asked: who else needs this besides REFY’s current “clean girl” customer?
The product
Brow Sculpt is a $24 brow product that sits between wax and gel. It dries clear, holds all day, works on all brow types, and has a double-ended brush so you can comb, shape, and set in one step. The global brow gel market is on track to hit $431.7M by 2031 at a 5.2% CAGR — there’s room for a new audience.
The repositioning
REFY’s existing customer, Ava (24, Austin, social media manager), is already inside the brand. The growth audience is Claire Chamberlain — 34, San Francisco, Director of Marketing, mother of two young kids, $130k household income. Claire juggles meetings, client calls, school pick-ups, and family time. She wants efficient, long-lasting, high-quality makeup that holds through a chaotic day. She wants sculpted brows that say “put-together” without a 20-minute routine.
The repositioning move: market Brow Sculpt as the sophisticated mom’s brow essential — without abandoning the brand’s existing aesthetic. Different audience, same product, same brand promise: precision and longevity.
The campaign concept
“Sculpted to Perfection” — natural, no-makeup-makeup brows, all-day hold, no flake. The emotional through-line: confidence on chaotic days. The functional through-line: sculpted brows in five seconds.
The funnel
I built the campaign as a full funnel — every stage has its own tactics, channels, and KPIs.
- Awareness: paid ads with chic mom faces, PR, partnerships with mom influencers (Nabela Noor, Brittany Xavier, Rachel Parcell). KPI: total reach +30%.
- Engagement: in-store pop-ups, 5-minute Sephora demos, #MomOnTheGo Brows Challenge UGC, education content. KPI: engagement +70%, +10K new Instagram/TikTok followers.
- Conversion: shoppable Instagram + TikTok posts, pop-up demos at mom-friendly venues (school events, coffee shops, fitness studios), promo codes via mom influencers. KPI: ~45% CTR.
- Loyalty: email exclusive offers, REFY WORLD membership program, restock alerts via text. KPI: +50% engagement on UGC.
- Advocacy: referral mechanic — refer three friends, get 15% off. KPI: +25% referral-based sales.
The creative
The campaign creative leans editorial — sculpted, clean, intentional. The flat ad concept: “Sculpted to Perfection. Every Mom’s Essential.” Mockups extend across in-store, Instagram, TikTok, and email. Hashtag system: #sculpt #shape #set #refybrows #refyformoms.
